From Quebec’s cheese trail to the east coast’s gratifying seafood selection, Canada is known for several regional delicacies that foodies love (not to mention the flavourful beef in Alberta or the salmon in BC). Canada Dry also has a distinct taste that the brand believes pairs well with any culinary experience.
This is why, for its latest campaign, Canada Dry has partnered with Canwest’s Food Network to offer consumers a chance to win a trip to one of five major cities across Canada, with a meal at the restaurant of one of Food Network’s popular chefs – David Adjey in Calgary and Halifax, Chuck Hughes in Montreal, Roger Mooking in Toronto and Anthony Sedlak in Vancouver.
‘We know that Canada Dry consumers are very similar to the target that follows Food Network. Our consumers love to cook and consider themselves to be ‘foodies.’ The chefs we’ve partnered with are celebrities and are well-known to our consumer base,’ Libier Gomez, VP, marketing, Canada Dry Mott’s Inc., tells MiC.
The campaign was developed by Canwest and Toronto-based Traffik Group for the content integration, with media purchasing handled by Mindshare and creative handled by Canwest’s in-house team and Traffik. The multi-platform ‘Culinary Experience’ campaign includes ads on Foodnetwork.ca, HGTV.ca and Canada.com, as well as a custom Food Network newsletter sponsorship the weeks of May 11, June 15 and July 6.
Television spots featuring the contest and Canada Dry’s new flavour line – white tea and raspberry – will also run on HGTV and Global TV, airing during the Survivor finale, Gomez says. Another content integration component will be featured on ET Canada, with a segment by host Kim D’Eon called ‘Coast to Coast Culinary Adventure,’ where she interviews the chefs involved in the prizing.
‘Our target is adults 30 years old plus, who subscribe to the idea of balance in their life. They enjoy cooking and consider food and beverage as a means to socialize and connect with family and friends,’ Gomez says.
The partnership is also an opportunity to expose the Food Network to an additional viewership base, as the contest is promoted in-store and at point of sale with Canada Dry, says Solange Bernard, director of marketing, Canwest Broadcasting.
‘Through this partnership, Food Network is able to tap into Canada Dry’s network of retailers and engage new consumers with the food network brand,’ she says.
