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Food Network breaks fall campaign
Specialty television channel Food Network Canada has introduced a new on-air visual style, accompanied by a fall campaign. The new branding focuses on "characters and stories," according to the company, with an emphasis on characters in addition to food.
The campaign, called "Feed Your Love of Food," is intended to raise brand awareness among adults between the ages of 25 and 54. The creative highlights the variety of the channel's programming, particularly new series Beat Bobby Flay, Top Chef Duels and Food Truck Face Off.
An out-of-home component in Ontario and Vancouver will make use of transit shelter ads on GO Train and SkyTrain routes. The creative focuses on the hosts of its shows, surrounded by food items. Online advertising will consist of pre-roll and in-banner videos, as well as mobile ads, on Google, The Weather Network, CPAX and various Shaw Media properties, among others. Radio advertising will take place in Toronto, Ottawa, Vancouver, London and Kitchener. A television execution will promote the channel's new weekday instructional cooking programming block.
The campaign coincides with a national free preview of the channel that will run until Sept. 30. Food Network Canada is owned by Shaw Media of Toronto.