Mastercard is targeting women who own small businesses with a new campaign by using a combination of strategically placed social, OOH and TV.

“Secret Sauce” is a national ad campaign highlighting three women who have overcome unique challenges to maintain and grow their businesses.

The media aspect of the campaign is focused on reaching female consumers, decision makers and small business owners. It features a TV component in both English and French Canada on Corus’ Saturday Night Live, Survivor, CSI Vegas, FBI, APTN’s business pitching show Bear’s Lair and on Quebecor’s Qui sait chanter?, Cerebrum, Le Tricheur and Au Suivant.

Digital OOH is being placed at relevant points of interest, such as lobby screens and elevators in office and residential towers, as well as at malls and in retailers. It also boasts a social aspect including Facebook, Instagram, Twitter, LinkedIn, Snapchat and Pinterest, in addition to digital display and video including standard banners and sponsored content within The Globe and Mail and other Canadian publications with a heavy business audience.

The message of the campaign aims to elevate the visibility of women small business owners in the culinary space and help equip them with the support, funding and resources they need to grow their businesses. The ad campaign tells the story of three Canadian women small business owners: Dacyion Reid of Brampton, Christa Bruneau-Guenther of Winnipeg and Arianne Faucher of Saint-Sauveur, Quebec. It highlights what ingredients make up their own personal “Secret Sauce.”

McCann led the creative concept behind the campaign, Carat was responsible for the 360-degree media strategy and execution, including social and digital. Armstrong worked on the campaign web strategy and development, while Ketchum led public relations and influencer work.