GE Monogram launches branded chef series with enRoute

Print and video content featuring Canadian chefs will appear in Air Canada's inflight magazine as well on the back-of-seat entertainment system.
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GE Monogram has partnered with enRoute to launch a branded content campaign in print and video. “GE Monogram Presents The Chef Serieswill include seven full-page editorials in the spring and fall issues of enRoute magazine featuring interviews with Canadian chefs and food personalities. Video interview with chefs shot in a GE Monogram kitchen space will air on Air Canada’s inflight video system in the fall.

Philippe Meyersohn, GM marketing and training, GE Appliances/Mabe Canada, tells MiC that the print interviews will include questions that relate to the chefs’ experience with the GE Monogram appliances. Selections from the video series will run as pre-roll before movies on Air Canada’s back-of-seat video service and will also be available to watch in the food and documentary channels. All print and video content will also be available as it is published at for the duration of the campaign.

Meyersohn says enRoute was one of the few multi-faceted media platforms in Canada with the reach, audience and willingness to create the branded content that GE Monogram has identified connects better with its customers. The appliance brand’s customers are men and women 35 to 55 with income over $150,000 and own homes worth over $800,000, he says.

GE Monogram has moved away from traditional advertising and moved most of its efforts in Canada into targeted branded content, says Meyersohn. “The Chef Series,” produced in concert with branded content agency Spafax, is the first combined print and video branded content campaign for the company. The series is one of two major campaigns the brand will undertake this year, the other being a brand integration deal as official appliance supplier for Shaw Media’s Top Chef Canada season four on Food Network Canada, premiering today.