To generate awareness of its Bluecanoe and Mainland convenience store brands, Saint John, NB-based Irving Oil launched the ‘Win a Personal Chef’ contest late last week. The winner will enjoy the professional services of a personal chef, who will prepare a sit-down meal for up to 20 people in the winner’s home.

St. John’s-based marketing agency Target is promoting the contest with hilarious radio spots, for which it developed the creative and did the media buys. Titled ‘Etiquette’ and ‘Tastes Great,’ the 60-second commercials take a humourous approach to the difficulties of entertaining. The message is aimed at Irving’s target demographic of busy drivers aged 25-54, and gets the point across that the company’s stores can help with their time crunches by offering snacks, beverages and fresh-baked goods. The spots will run until Nov. 25 in Atlantic Canada and northern New England.