Food Network and Loblaw partner on Recipe to Riches promotion

October 15, 2012  |  Chris Powell

Food Network Canada and Loblaw Companies are once again planning to lob Chicken Grenades – or their equivalent – at the Canadian public.

With the second season of the reality series Recipe to Riches premiering Wednesday, the two companies last week announced that they have partnered on a new multi-platform marketing campaign.

The three-week campaign, targeting adults 25-54, focuses on the cash prizes available to show contestants with copy-driven creative featuring messages like “Is this cookie worth a ton of dough?” and “Could a veggie dish lead to piles of green?”

Each ad’s background is colour-coordinated with the packaging of the “Recipe to Riches President’s Choice” product line. Products will appear on shelves within days of being featured in the show.

The ads will appear as standard billboards, print ads in commuter newspapers and national magazines, as well as online display ads.

Loblaws stores and associated banners across the country will also promote Recipe to Riches messaging through in-store signage, branded lane dividers and flyer ads across participating banners.

On-air teasers began airing in August, followed by promos designed to showcase the intensity of the series. The promos are appearing across all Shaw Media channels, with premiere-day advertising on online and pre-roll video sources and U.S. cable avails.

Food Network and Loblaw will also distribute information about the show to their respective communities via e-newsletters, while a homepage takeover is planned for when the second season debuts on Wednesday. The two companies are also using their Twitter and Facebook accounts to create awareness.

“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,” said Solange Bernard, director of brand and publicity for Shaw Media’s Lifestyle Channels group.

The advertising campaign, on-air promos and a series of web exclusive videos supporting the series were developed by Shaw Media’s in-house marketing and digital teams, while Loblaw oversaw the package design, in-store signage and digital creative and content.

Capital C founder Tony Chapman is back as a judge for the show, which features home cooks competing to have one of their recipes turned into a President’s Choice product.

Last year’s winner was Lunenberg, N.S. resident Glo McNeill, whose “Luscious Lemon Pudding” earned her the $250,000 grand prize.

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