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ConAgra Foods begins What Inspires You campaign for VH Sauces

ConAgra Foods Canada has begun a campaign for its VH Sauces product line in association with Shaw Media and Starcom. The campaign, called "What Inspires You," was developed by Leo Burnett. Its creative elements will focus on chef and television personality Roger Mooking, who will be a member of the judging panel on an upcoming Food Network Canada competitive reality program called Chopped Canada.

Mooking will create 12 recipes that use a range of VH Sauces. These will feature in point-of-purchase displays, developed by OSL Marketing, at 1,200 retail locations nationally as well as at VHSauces.com. In addition, Shaw Media and Leo Burnett will produce a series of 15-second videos also featuring Mooking. The campaign will also include co-branded advertising units, custom newsletters, content on FoodNetwork.ca and social media activity.

"Roger's down-to-earth approach to life and his strong viewer appeal made him an ideal choice for this campaign," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "Recognizing the tremendous value that Roger has to offer, our marketing ventures team developed a series of promotional elements that accentuate his innovative flare for creating simple and delicious dishes."

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