Food Network Canada and Loblaw Companies Limited (Loblaw) are joining forces to reach and connect with more viewers and consumers through a national, multi-platform marketing campaign designed to mark the exciting return of Canada’s homegrown competitive reality series Recipe to Riches. The campaign’s innovation is inspired by the original show format where everyday Canadian home cooks’ recipes are turned into President’s Choice products – Canada’s number one brand* – available on grocery store shelves just days after their episodes air. Building on the first-of-its-kind partnership established between the two companies in season one, the collaborative campaign takes a unique approach to leverage and align each company’s assets in fresh ways and get Canadians fired up for the second season. The new season of Recipe to Riches premieres Wednesday, October 17th at 9pm ET/8pm PT exclusively on Food Network Canada.
Designed to emphasize the big cash prizes at stake for finalists, the three-week promotional campaign targets adults aged 25 to 54 and aims to deepen viewers’ and consumers’ connections with Recipe to Riches. The intense competition behind the series is showcased through a series of out-of-home executions all featuring witty copy driven creative like “is this cookie worth a ton of dough?”, ”will a pork recipe bring home the bacon?” and “could a veggie dish lead to piles of green?” Further connecting the Food Network series with the Loblaw product, the executions’ background colours coordinate with those of the Recipe to Riches President’s Choice® product packaging. The creative will grab attention on digital static boards, print ads in commuter papers and national magazines, as well as online display ads.
“Recipe to Riches hit a homerun with Canadian viewers in its inaugural season and thanks to our valuable partnership with Loblaw we’re making sure it’s out of the park for season two,” says Solange Bernard, Director of Brand and Publicity for the Lifestyle Channels at Shaw Media. “Synergizing our campaign with Loblaw’s efforts enables us to deliver a more consistent message across added platforms and ultimately drive engagement with the series and products.”
Because of its uniquely collaborative approach, the campaign will be visible in more places to more consumers, generating excitement around the new season while fostering a stronger connection between the winning products as seen both on air and in Loblaw stores. Together, Food Network and Loblaw are connecting millions of customers in Loblaw banner stores across the country to Recipe to Riches. In store, branded lane dividers, prominent signage, and flyer advertisements across participating retail banner stores all leverage Food Network’s creative.
“We are thrilled to again be partnering with Shaw Media for season 2 of Recipe to Riches,” says Allan Lindsay, VP, Brand Marketing at Loblaw Companies Limited. “Our campaign for season 2 will aim to drive awareness around the innovation and development of these unique dishes as they go from home recipes to President’s Choice products available across the country.”
On-air teasers kicked off the campaign in August and are followed up with dramatic promos that showcase the intense competition in the series. Sustaining momentum throughout the run of Recipe to Riches, episodic promos will air on TV screens in stores across the country. The on-air promos are running across all Shaw Media channels with full launch day domination, online pre-roll and through US cable avails.
Digital and social media plays a significant role in the campaign for both companies. Food Network and Loblaw will distribute information about the new season of Recipe to Riches via e-newsletters to their respective communities, and a Foodnetwork.cahomepage takeover is planned for the premiere. Live Tweeting from both companies will ensure fans of Recipe to Riches know where to tune-in and buy products, as will regular posts on their Facebook pages. Finally, the campaign further engages viewers through social media via a sticker check-in campaign with GetGlue.
The advertising campaign, on-air promos and web exclusive videos to support the series were developed in-house by Shaw Media’s marketing and digital teams. The integrated marketing campaign to support the product launch, including packaging design, in-store signage, as well as digital creative and content were developed by the Loblaw marketing team.