Whirlpool Canada begins Cooking Moments promotion for KitchenAid
By Adnews Staff
Whirlpool Canada has begun an online promotion in support of its KitchenAid brand in association with FoodNetwork.ca. The promotion takes the form of an online cooking program called "Cooking Moments," in which celebrity chefs will offer recipes and advice for viewers, while demonstrating various KitchenAid appliances. Two episodes have been released so far, to be joined by new episodes at Thanksgiving and the holiday season. The promotion will run until the end of the year. "We were looking to broaden beyond the traditional TV media buy into the evolving digital space in an effort to break through the clutter," said Kim Astley, brand manager for KitchenAid. "KitchenAid is a brand for those who love to cook, so the FoodNetwork.ca partnership seemed a perfect fit." The promotion was developed by MediaCom with the participation of Publicis. FoodNetwork.ca is owned by Canwest Digital Media.