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Food Network, Loblaw partner on multi-platform marketing campaign


Food Network Canada and Loblaw Companies Limited have embarked on a national, multiplatform marketing campaign for the reality series Recipe to Riches, where Canadian home cooks’ recipes are turned into President’s Choice products.

According to The Broadcaster magazine, branded lane dividers in store, prominent signage and flyer advertisements across participating retail banner stores will all leverage Food Network’s creative for the show.

“Our campaign for season two will aim to drive awareness around the innovation and development of these unique dishes as they go from home recipes to President’s Choice products available across the country,” said Allan Lindsay, vice-president, brand marketing at Loblaw in the article.

A three-week promotional campaign targeting adults aged 25 to 54 with the aim of deepening consumers’ connections with Recipe to Riches, The Broadcaster said. The competition behind the series is showcased through a series of out-of-home executions all featuring witty copy driven creative like “is this cookie worth a ton of dough?”, and "will a pork recipe bring home the bacon?”

Solange Bernard, director of brand and publicity for the lifestyle channels at Shaw Media, which operates Food Network Canada, added, “Synergizing our campaign with Loblaw’s efforts enables us to deliver a more consistent message across added platforms and ultimately drive engagement with the series and products.”

This season, digital and social media will play a significant role in the campaign for Food Network and Loblaw. Both companies are distributing information about the new season of Recipe to Riches via e-newsletters to their respective communities, and a homepage takeover is planned for the premiere.

Live Tweeting from the network and Loblaw will ensure consumers of Recipe to Riches know where to tune-in and buy products, as will regular posts on their Facebook pages.

Finally, the campaign further engages viewers through social media via a sticker check-in campaign with the GetGlue, a social network for entertainment where users check-in and share what they are watching, listening to and reading.

The advertising campaign, on-air promos and web exclusive videos to support the series were developed in-house by Shaw Media’s marketing and digital teams, while the integrated marketing campaign to support the product launch, including packaging design, in-store signage, as well as digital creative and content were developed by the Loblaw marketing team.

The second season of Recipe to Riches premieres Wednesday, October 17 exclusively on Food Network Canada.

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