Get saucy, VH urges Canadian cooks

The new national campaign combines product integration, TV spots, web and in-store to tout spicing up family meals.

VH Sauces launched a new national campaign this week across multiple channels to jolt Canadians out of ho-hum dinner routines.

Targeting Canadian women 30 to 45 with families, specifically principal meal preparers (women 30+), the new VH Sauces campaign uses TV, web and in-store promotions. Dually promoting the brand’s new VH Thai Market Sauce and the general idea of using VH to spice up family meals, the campaign runs until February 2010.

The brand secured two product integration deals – in English with CMT’s Meet the Wilsons and on French lifestyle show Tout Simplement Clodine. Meet the Wilsons stars a couple trying to launch music careers, and will feature them using VH in meals, searching for meal ideas online, finding VH recipes and shopping for VH Sauces. Tout Simplement Clodine, in which people’s lives are made over, will feature VH Sauces as a method of simplifying meal time.

The campaign also features 15- and 30-second spots – with media buying by Starcom and creative by Leo Burnett – on Canwest and Astral Media channels that focus on the idea of using VH to make meals more appealing to picky families. ‘There are multiple consumer touchpoints so that a continuous message is being delivered, and that message [is] the creation of family-friendly meals,’ VH Sauces brand manager Tony Angelucci tells MiC. Fifteen-second billboard spots, featuring a programming lineup, will run on Food Network, Slice, HGTV, Canal Vie and Series +.

Complementing those spots is banner advertising on sites such as,, and The VH Sauces website features recipes, while in-store tastings and branded recipe booklets to be given away at grocers round out the efforts.