Shaw Media announced one of its largest, most extensively integrated multi-brand, multi-platform partnerships between Loblaw Companies Limited, Food Network Canada, and ET Canada. The innovative holiday campaign celebrates the launch of the new President’s Choice Insider’s Collection line through a three-tiered campaign where Food Network is the stage, ET Canada is the host, and President’s Choice products are the star. The campaign kicks off with a half-hour ET Canada Holiday Special airing on Global and, for the first time, on Food Network Canada.
“President’s Choice is one of Canada’s premiere food brands and, through this innovative collaboration with Food Network Canada and ET Canada, we’re thrilled to be creating an elaborate, three-course serving of holiday entertainment,” said Barb McKergow, Head of Marketing Ventures, Shaw Media. “This is one of the most robust campaigns we’ve executed, combining three powerhouse brands to offer consumers a holiday-themed culinary experience in-person, on-air, and online.”
The PC Insiders Collection features over 70 new and delicious products curated specially for the holidays and are paired with expert ideas for the season. The robust promotional campaign is anchored by an enchanting President’s Choice Insiders Collection pop-up boutique in Toronto where consumers can explore a fantastical, festive culinary space and taste the new PC Insiders Collection line of products. The new collection focuses on four main occasion themes – Brunch, Dinner, Mingle, and Gift Giving. Each of the four themes are represented with a custom designed room, all featuring a different set of menu items and products to sample.
“President’s Choice is all about innovation – both in our food and in the way we connect with our customers,” said Uwe Stueckmann, Senior Vice President, Marketing, Loblaw Companies Limited. “In addition to the brand new immersive and interactive online experience that we’ve created for our customers on our digital properties, this integrated collaboration with Shaw Media will allow us to introduce the re-imagined PC Insiders Collection to Canadians in a truly unique way and across multiple meaningful platforms.”
Shot on location at the President’s Choice Insiders Collection whimsical pop-up boutique, the half-hour ET Canada Holiday Special features ET Canada Hosts Cheryl Hickey, Rick Campanelli, Sangita Patel, and Roz Weston exploring the new PC Insiders Collection with celebrity experts Gail Simmons (Top Chef), Ned Bell (Cook Like a Chef), and Danny Smiles (Top Chef Canada). Every Thursday throughout the campaign, ET Canada will air in-show segments with special reports from the boutique, topped by an ET Canada “Year in Review” special airing Thursday, December 17 on Global, and on Food Network Canada. The “Year in Review” special features the ET Canada family of hosts at the boutique reviewing the best entertainment moments of the year while enjoying a PC Insiders Collection-inspired holiday meal prepared by PC Chef Tom.
The campaign components extend to three, PC-branded domination blocks appearing on either Food Network Canada or Global’s on air schedule. The PC brand and Food Network Canada block takeover includes Saturday Brunch, Sunday Mingle (a special Food Network Canada presentation on Global), and Tuesday Dine with Chopped on Food Network Canada. The blocks are presented by the President’s Choice team and hosted by ET Canada’s Cheryl Hickey and Sangita Patel with remotes from the boutique. Offering viewers a show-within-a-show experience with six minutes of PC-branded commercial time each hour, these mini shows will showcase hosted content from ET Canada’s Hosts, and features celebrity experts Gail Simmons, Ned Bell, Danny Smiles, Tommy Smythe and President’s Choice Executive Chef Tom Filippou.
Over the course of the campaign Global’s The Morning Show will be live on location exploring the PC boutique, tasting and testing the, PC Insiders Collection products and Must Trys, and executing a Gift Giving giveaway for viewers. The PC brand is also sponsoring a variety of holiday content across Food Network Canada and Global both on-air and online – all campaign components include TV, digital, and social media executions.