Food Network Canada breaks fall campaign
By Adnews Staff
Toronto-based specialty channel Food Network Canada has begun a national fall marketing campaign. The campaign focuses on the return of the series Great Food Truck Race and Restaurant: Impossible, and promotes the channel as an entertainment destination. The Great Food Truck Race creative features the characters from the show. The executions include street cars and buses wrapped to resemble food trucks, as well as television, cinema and online advertising using the tagline, "Revved up and ready to roll." The Restaurant: Impossible campaign uses the tagline, "Struggling restaurants get rescued before they self destruct." The spy-themed creative includes online, newspaper, television and billboard executions. "With returning seasons of familiar shows this fall, we've developed a new promotional strategy and are taking some risks with our creative approach in order to break through and present both series in a fresh way," said Solange Bernard, director of brand and publicity for lifestyle channels at Shaw Media. "Both series lent themselves naturally to targeted media choices and unique executions that are sure to catch the attention of a broad audience." The campaign was developed in-house by Shaw Media, except for some material developed by Food Network US and Buster Design.