VH Sauces partners with Shaw to inspire

The brand has launched a refresh campaign with the media co's Food Network Canada celebrity chef Roger Mooking for TV, digital and in store.

VH Sauces has kicked off a new multi-platform program with Shaw Media launching its refreshed tagline, “What Inspires You.”

With media by Starcom and creative from Leo Burnett, the brand worked with Food Network Canada’s celeb Chef Roger Mooking, who created 12 original recipes using VH Sauces for the campaign. TV and digital vignettes showcasing the recipes and encouraging viewers to create their own, will live on Food Network Canada’s channel and website, with the recipes also displayed on POS signage, developed by OSL Marketing, at 1,200 retail locations across the country.

The campaign, which launches Sept. 16,  targets women and will be live for several months, says Michelle Mitchell, strategy manager at Starcom.

In addition to the 15-second TV and online spots and POS activations, the campaign will also include online banner ads on Foodnetwork.ca, integration into the Food Network Canada’s and VH Sauces’ newsletters and participation from Roger Mooking at branded PR events across Canada.