Irving Oil bows win-a-chef contest

And Target is promoting it with droll radio spots in Atlantic Canada and New England.

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.