SC Johnson is partnering with the Food Network series Road Grill to promote its Ziploc double zipper freezer bags. The promotion includes two 30-second spots featuring Road Grill host and ex-CFL quarterback Matt Dunigan. In addition, Ziploc bags will be used throughout the second season of the show. Ottawa-based Knight Enterprises, which produces Road Grill, created and produced the spots with input from SC Johnson’s agency Draftfcb, which also handled the media purchase.
Knight Enterprises took initiative in seeking out the partnership with Ziploc. ‘We approached SC Johnson and said: ‘Look, we use a lot of your bags in the show. Is there an opportunity to work together and try to extend that relationship in other ways?” says Knight’s head of business affairs, Sheldon Speers.
The concept behind the spots is to show that Ziploc bags are an integral tool to barbecuing. ‘Every year SC Johnson has a different campaign that targets the barbecue season,’ explains Speers. ‘It was about associating Ziploc directly with the lifestyle that is barbecue.’
The ads began airing on the Food Network on May 2 to coincide with the season premiere of Road Grill, and will run for the duration of the summer. The Food Network, which targets adults 25 to 54, is available in 5.8 million homes in Canada.
