Canadian grocers may experience a marked increase in fruit sales after a SLICE™ winter marketing campaign hits the streets today. Playing off the iconic fruit associated with The Real Housewives of Atlanta (peaches) and The Real Housewives of Orange County (oranges), Canwest’s in-house Creative Agency has produced a campaign that will have consumers doing a double-take, blushing and then developing an insatiable craving for vitamin C.
“The Real Housewives franchise has been a top performer on the SLICE™ schedule since the launch of the channel in 2007 and it was our goal to develop a marketing campaign that would break through the clutter, raise eyebrows and immediately grab people’s attention,” said Solange Bernard, Director of Marketing Strategy, Lifestyle Channels, Canwest Broadcasting. “I’m confident that the seductive and humorous simplicity of this campaign succeeds in doing this and will generate new excitement for a fifth and second season of this guilty-pleasure program.”
The media buy for the Real Housewives campaign features some unique elements, including a “centerfold” spread of the Atlanta and O.C. creative in Metro (Toronto) and targeted female-skewing and entertainment focused online buys (AOL, Perez Hilton and TMZ). A mock-up of the playful online creative can be seen here. Additionally, the campaign will be seen via national IPG, Toronto and Vancouver print ads, Toronto OOH (subway platform posters, wild postings, and in gyms – capitalizing on the increased traffic resulting from New Year resolutions), as well as Ontario radio tags. An on-air spot has been created and will be promoted on Canwest’s specialty and conventional networks, and display ad creative will run across Canwest’s channels websites.
The marketing campaign and stunt were developed and executed in-house by Canwest’s Creative Agency and Marketing Strategy team.
SLICE™ is a Canwest Broadcasting network.
