TORONTO – Shaw Media is teaming up with Loblaw Companies on a multi-platform holiday campaign designed to promote the grocery chain’s new President’s Choice (PC) Insider’s Collection line.
The three-tiered campaign, which kicked off this week, features Shaw’s Food Network as the stage, entertainment show ET Canada as the host, and President’s Choice products as the star, reads the news release. It includes special features shot at a PC pop-up boutique in downtown Toronto that is offering samples of the 70 new products.
The campaign components extend to three, PC-branded programming blocks appearing on either Food Network Canada or Global’s on air schedule. The PC brand and Food Network Canada block takeover includes Saturday Brunch from 11am – 1pm ET, Sunday Mingle (a special Food Network Canada presentation on Global) from 3pm – 5pm ET/PT, and Tuesday Dine with Chopped from 9pm – 11pm ET on Food Network Canada. Offering viewers a show-within-a-show experience with six minutes of PC-branded commercial time each hour, these mini shows will also feature celebrity experts Gail Simmons, Ned Bell, Danny Smiles, Tommy Smythe and President’s Choice executive chef Tom Filippou.
“President’s Choice is one of Canada’s premiere food brands and, through this innovative collaboration with Food Network Canada and ET Canada, we’re thrilled to be creating an elaborate, three-course serving of holiday entertainment,” said Shaw Media’s head of marketing ventures Barb McKergow, in the release. “This is one of the most robust campaigns we’ve executed, combining three powerhouse brands to offer consumers a holiday-themed culinary experience in-person, on-air, and online.”
“President’s Choice is all about innovation – both in our food and in the way we connect with our customers,” added Loblaw Companies’ SVP marketing Uwe Stueckmann. “In addition to the brand new immersive and interactive online experience that we’ve created for our customers on our digital properties, this integrated collaboration with Shaw Media will allow us to introduce the re-imagined PC Insiders Collection to Canadians in a truly unique way and across multiple meaningful platforms.”
