TORONTO LIFE AND ABSOLUT COOK UP NEW ADS
By Adnews Staff
In a campaign designed to promote Absolut and Toronto's culinary scene, Toronto Life magazine is running four ads involving food and the brand of vodka. Four chefs--Mark McEwan, Apri Magyar, Susur Lee and Paul Boehmer - were commissioned by the magazine to create a dish using Absolut as one of the ingredients. Each culinary piece was photographed for four ads that will run from August to November. The magazine also got an artist to create four unique plates for the food to be photographed on. To coincide with the campaign, each chef will promote their Absolut creation on the menu in their restaurant during the month that their ad runs. Also, a contest is being launched in the August issue of Toronto Life, which will give readers the chance to win dinner for two at all four restaurants. Absolut is distributed in Canada by Montreal-based Seagram Co. Ltd. Advertising for Absolut is done by Sharpe Blackmore Partnerships of Toronto.