This fall Food Network Canada is rolling out its biggest multi-platform advertising campaign for a brand new Canadian original series, enticing viewers to sample The Opener, starring David Adjey. The extensive campaign will also drive awareness and build excitement for the brand new Top Chef: DC. The Top Chef: DC campaign creative reinforces the popularity of the franchise while playing up the new season’s hot location.
The national six-week campaign, targeting adults 25-54, has deepest concentration in Toronto, Kitchener, London and Ottawa markets with promotional elements including platform posters in Toronto subway stations, print ads in daily national and regional newspapers radio spots and on-air promotion across Canwest Specialty channels including a roadblock on day of launch.
“Our fall campaign promotes two widely appealing, compelling series – one a proven audience driver and the other a brand new Canadian series with great potential,” said Solange Bernard, Director of Marketing, Lifestyle Channels, Canwest Broadcasting. “The Opener is a strong action-packed series and with that in mind we’ve developed a campaign for a Canadian series unlike any in the past with attention-grabbing, unconventional creative.”
To draw attention to the highly-anticipated launch of The Opener, Food Network has developed dramatic creative for print, radio, on-air and online. The bold concept is designed to portray Adjey as a no-nonsense, larger-than-life hero in an action movie style poster. The creative can be seen on wild postings across Toronto, on restaurant tent cards and washrooms as well as on vertical posters in sought-after, food-centric Toronto neighbourhoods including: Little Italy, Leslieville, Cabbagetown and the entertainment district. The on-air strategy consists of a series of suspenseful teases capturing the intensity and high stakes of the show as well as 15-second spots in cinemas. Promos will also run online on Facebook and You Tube.
The promotion also takes to the streets on September 4 as street teams hand out The Opener branded bottle openers at the Canadian National Exhibition.
Top Chef: DC creative takes a cheeky and fun approach, playing up this season’s new location and its landmarks. In addition to traditional print advertisements for the series, flex form ads depicting the statue of Abraham Lincoln with fork and knife will run in Metro Toronto and T.O. Night.
The marketing campaign and materials were developed entirely in-house by Canwest Broadcasting’s Creative Agency, Media Strategy and Marketing Strategy teams.
