Shaw Media has partnered with KitchenAid to present Taste of Tuesdays on Food Network Canada. The integrated advertising campaign is the first official sponsorship of the prime-time lineup in the network’s history and a key component of the KitchenAid new consumer marketing strategy featuring Food Network celebrity chef and host of Pitchin’ In, Lynn Crawford.
“Taste of Tuesdays draws upon Food Network Canada’s celebrated brand and passionate following to deliver the ultimate environment for KitchenAid’s campaign message,” said Errol Da-Ré, Senior Vice President, Sales, Shaw Media. “With extensions on multiple platforms, this exclusive partnership gives KitchenAid can’t-miss presence across Food Network Canada’s powerful broadcast and digital assets.”
Custom :30 second spots featuring Chef Lynn are currently airing throughout the network’s 8pm – 11pm broadcast on Tuesday nights. A confessed fan of KitchenAid tools on set; in her home; at her acclaimed restaurant, Ruby Watchco, and her store, RUBYeats, Chef Lynn demonstrates the range and versatility of select products while sharing some of her favourite kitchen memories. Chef Lynn also speaks in support of Cook for the Cure® presented by KitchenAid, the national fundraising program which has raised over $2.1 million in support of the Canadian Breast Cancer Foundation.
Billboards, bumpers, animated bugs, and an integrated promo all drive to the branded block, providing additional on-air exposure for the KitchenAid campaign. The campaign also serves up an ideal environment for brand spots produced for KitchenAid by Red Lion. Online, Taste of Tuesdays takes over the Food Network Canada website every Tuesday, with pre-roll impressions and big-box ad units further reinforcing the association between KitchenAid and a top ten specialty channel.
“The kitchen is the heart of the home, where some of life’s best moments happen with family and friends,” said Chef Lynn Crawford. “Some of my most favourite meals have been prepared with my KitchenAid appliances.”
"We're excited about the opportunity to connect with Canadians who are just as passionate about food and cooking as we are," said Aleksandra Hoszowski, Senior Brand Manager, KitchenAid Canada. "This partnership with Food Network and Chef Lynn Crawford enables us to share new and engaging food and product ideas that help them explore their love of cooking."
“KitchenAid consumers connect over food; not surprisingly they are loyal Food Network viewers, making this a natural home base for KitchenAid advertising and content.” Lynn Dawe, VP Group Account Director, MediaCom.
KitchenAid Taste of Tuesdays was developed by Shaw Media and MediaCom’s MediaCom Beyond Advertising branded content division. All custom spots were produced by Shaw Media’s internal production team.