Quebecor begins Zeste promotion
Quebecor has begun a promotion for its Zeste food-themed specialty television channel to coincide with its 10th anniversary. The promotion will be conducted in collaboration with Montreal-based meal kit delivery service Cook It. It will consist of television, newspaper, magazine, website and social media content on a range of Quebecor properties. During the promotion, each month a Zeste personality will present a recipe that will also be made available as a kit via Cook It. Each recipe will make use of a food product from Quebec.
Participating media properties will include 7 Jours, Salut Bonjour, Le Journal de Montréal, Le Journal de Québec and Zeste.ca. The campaign also includes online banners, social media content and online video. It will run until May 2021.
“We are very pleased to give Quebec-based Cook It visibility in our cooking environment,” said Patrick Jutras, chief advertising officer at Quebecor. “Zeste’s new 360-degree culinary ecosystem offers a multitude of touch points and a constellation of opportunities for advertisers to push content that reaches Quebecers where it counts, in their stomachs. We know that in these trying times, our audience needs comfort and turns naturally to feel-good content. We are seeing this with our cooking content in digital format and on social media, where it attracts a combined total of more than 4.7 million unique visitors per month.”