Packaging a network in pizza, social media, and the elevator
Food just got funny, sensual and competitive. And the Alliance Atlantis network is pushing those themes in a new and innovative fall campaign.
The Food Network is rolling out a new multi-faceted national promo campaign, on and off the air, to draw in viewers using elevator screens, table coasters at Yuk-Yuks Comedy Clubs, an interactive wrestle-with-a-lobster-claw feature at AskMen.com, social media and – for the first time – pizza boxes.
The off-air aspects are present in Toronto, Vancouver, Calgary, Edmonton, Kitchener and London. Aiming to hit potential viewers in-home, creative will appear on more than 70,000 pizza boxes in Ontario, emphasizing the funny and competitive side of Food Network programming in its messaging. The net teamed up with Fresh Tracks Media to distribute the pizza boxes to independent pizzerias across Canada (Cora Pizza, The Big Slice and Pizza Memo in Toronto, for example). ‘As the inaugural advertiser on pizza box advertising, our message is brought directly into the homes of our viewers in an unexpected and engaging way,’ says director of advertising strategy Claire Moran. ‘It’s a guaranteed impression.’
The joint venture with Yuk-Yuks will put posters, tent cards and coasters on the tables of 13 comedy clubs across Canada – a move that’s expected to net impressions with the 100,000 people who pass through Yuk-Yuks per month. Also, Food Network trivia and promos are targeting elevator passengers through the Captivate Network’s screens in Toronto, Vancouver and Calgary. The Massachusetts-based company, which recently announced its 100th office building venue in Toronto, claims 8.6 million monthly impressions on its Canadian elevator screens.
The campaign’s foray into the world of social media – also a first time for the Food Network – will see the launch of an interactive Food for Thought blog on Foodtv.ca featuring food journalist Catherine Jheon’s writings about everything from behind-the-scenes of Iron Chef America to celebrity chefs interviews.
The net’s SVP digital media Claude Galipeau says the online extension of the brand will ‘give our viewers the tools to further engage with our content, to create their own, and ultimately to be a part of a growing online community.’ The fall campaign’s three themes – emphasizing the sensual, humourous and competitive side of food – are supported on-air through content in Nigella Feasts, Ham On The Street, Feasting On Asphalt, The Heat, and Iron Chef America. Food Network Reaches 3.6 million Canadians each week. (Source: Nielsen Media Research, Average Weekly Reach, Viewers 2+, 10/03/05 – 05/28/06).
Food Network’s on-air promotions, media planning and buying and website development are handled internally by Alliance Atlantis creative services, marketing and content teams. Print creative was developed by FCB Toronto in conjunction with Alliance Atlantis.