Food Network slices ‘n’ dices with fall campaign

The specialty is promoting the new chef David Adjey starrer The Opener and Top Chef: DC with a national multimedia campaign focusing on Ontario.

He’s been appearing on billboards and wild postings across the city recently, looking very Bond-like but wielding a chef’s knife instead of a gun – chef David Adjey, saviour of restaurant newbies and Food Network Canada star.

The short-on-patience but big-on-personality chef is the face of the channel’s new fall programming campaign, created, planned and purchased by Canwest’s in-house creative and media team. The Opener, Adjey’s new show, is a focus of the promotion, as well as Top Chef: DC (the original version of which won an Emmy Sunday night for best reality TV).

Targeting adults 25 to 54, the campaign is national with a focus on major Ontario centres such as Kitchener, London and Ottawa. Media includes subway platform advertising in Toronto, print in daily national and regional newspapers, radio, and across Canwest speciality channels and websites.

The Opener, specifically, is being treated to a geo-specific media plan that includes OOH in ‘food-centric’ Toronto neighbourhoods such as Little Italy, Leslieville and Cabbagetown, as well as branded bottle-opener giveaways at the CNE this weekend. It is also being promoted with cinema advertising and with indoor OOH in restaurant washrooms and on table tentcards, as well as via Facebook and YouTube.

Top Chef: DC is getting a little special media treatment of its own, with a print strategy that includes a mix of traditional print ads and flex-form ads in Metro Toronto and T.O. Night.

‘Our fall campaign promotes two widely appealing, compelling series – one a proven audience driver and the other a brand new Canadian series with great potential,’ said Solange Bernard, director of marketing, Lifestyle channels, Canwest Broadcasting, in a release.

The Opener premieres tonight on Food Network Canada at 9 p.m. ET and Top Chef: DC debuted last night at 9 p.m. ET