Montreal’s Chop Crazy sliced on Loft Story

The fast-food chain goes after image-conscious women with brand integration in Montreal's popular reality series.

Montreal-based Rinaldi Communication Marketing has launched a new campaign for Chop Crazy, a local fast food chain that serves up healthy salads. In addition to 15-second TV spots running until the end of May on TQS, Rinaldi arranged a brand integration segment with the network’s reality TV show Loft Story, which is about attractive twenty-somethings living co-ed in a swanky downtown condo.

In the episode which aired this past weekend, the lofteurs participate in a Chop Crazy contest, where the challenge is to create the best personalized salad ‘with a flavour of seduction.’ The integration aims to show Chop Crazy’s concept of letting the consumer build their own personalized salads, explains Michel Deninno, account executive, Rinaldi Communications. He adds that the show, currently in its sixth season, is in line with the brand’s fresh and dynamic image.

‘The target demographic is active women between 18 and 45, whose main concerns are health, going to the gym and appearance,’ Deninno tells MiC. Brand placement includes the Chop Crazy counter, water bottles, as well as kitchen tools used in the shop. In 2007 the fifth season of Loft Story had about 534,000 viewers (Adults 18+) watching its weekday episodes, and between 400,000 and 600,000 on weekends. The campaign will continue to air on TQS until May 31.