W Network sends big bosses undercover

The Undercover Boss franchise comes to Canada with a four-week promo campaign targeting women launching at the end of this month.
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Alliance Films is going undercover with Corus Entertainment.

The Toronto-based distributor and prodco and Toronto-based broadcaster are teaming up to bring the popular Undercover Boss format to Canada with Undercover Boss Canada. The Canadianized version of the show will premiere Feb. 2 at 9 p.m. on W Network.

The 10-ep series will feature executives from Canadian corporations going undercover as entry-level employees in their own companies, including execs from The Toronto Zoo (John Tracogna), Pizza Pizza (Paul Goddard), the Toronto Transit Commission (Karen Stintz), Second Cup (Stacey Mowbray) and Cineplex Entertainment (Jacob Ellis).

Starting Jan. 30, the series will launch a Toronto- and Vancouver-focused four-week marketing campaign across radio, newspaper, Facebook, and exposure on Corus specialty channels and online.

Shelley Findley, VP marketing, Women’s Networks, Corus Entertainment, tells MiC the aim of the campaign, which had media by ZenithOptimedia and creative from Juniper Park, is to reach the show’s target of women aged 25 to 54.

A 10-week contest called “The Undercover Boss Canada Ultimate Giveaway,” which will let viewers enter to win prizes from each of the 10 participating corporations, will also launch Jan. 30.

The original Undercover Boss U.K. series debuted in 2009, and has spawned series franchises in the US (which aired in Canada on CTV) and Germany.

Photo: Pizza Pizza CEO Paul Goddard undercover as a franchise employee

From Playback Daily, with files from Val Maloney