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Food Network, Loblaw promote Recipe to Riches
By Adnews Staff
Shaw Media specialty television channel Food Network Canada has begun a joint promotion with Loblaw Companies in support of the second season of reality series Recipe to Riches. In the show, participants compete to develop recipes into products to be sold by Loblaw under the President's Choice brand. The three-week campaign is aimed primarily at adults between the ages of 25 and 54. It focuses on the intensity of the competition and the size of the cash prizes for the winners. The ads feature copy such as, "Is this cookie worth a ton of dough?" and "Will a pork recipe bring home the bacon?" The effort includes billboards, online advertising and print ads in commuter papers and national magazines, as well as in-store materials and television commercials on Shaw properties. "Our campaign for season two 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," said Allan Lindsay, vice-president of brand marketing at Loblaw Companies. The campaign was developed in-house by Shaw Media. The product launches, packaging design, in-store signage and digital creative were developed by the Loblaw marketing department.