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San Pellegrino readies 3 Days to Fame campaign
Mineral water brand San Pellegrino is preparing a new Canadian promotion called "3 Days to Fame" in association with specialty television channel Food Network Canada. The campaign will take the form of a reality show-style food competition that will air during the commercial breaks over three episodes of cooking series Chopped on Oct. 8, 15 and 22. The campaign will follow the Canadian regional winner of the 11th annual S. Pellegrino Almost Famous Chef competition, which took place in California in March. Each of the three campaign episodes will be split across four commercial breaks. The episodes will also be posted online at FoodNetwork.ca. On-air promotions will begin running next week to encourage viewers to watch the commercial breaks for the Pellegrino campaign.
"San Pellegrino set the bar pretty high when they asked us to create a memorable lifestyle campaign," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "I think our Marketing Ventures integrated sales team nailed it. San Pellegrino 3 Days To Fame feeds Canadians' insatiable appetite for compelling and entertaining reality television. It is an excellent complement to each airing of Chopped."
Food Network Canada is owned by Shaw Media. San Pellegrino is a subsidiary of Nestlé Waters.