TORONTO – After a few months of mixing ingredients and baking for just the right amount of time, Food Network Canada will unveil its new look and logo September 6th.
With revamped on-air branding elements and a new logo (reported by www.cartt.ca earlier this summer), the new look reflects the network’s subtle shift in programming this fall. The whole package is designed to appeal to its loyal audience as well as to attract new viewers.
"Over the past few years, Food Network’s prime time schedule has evolved from an instructional oriented destination, to the home of compelling entertainment and lifestyle programming and we are thrilled with the opportunity to support this strategy with on-air and off-air tactical campaigns,” said Sherida German, director of marketing, Alliance Atlantis Communications, in a release. “The new look was developed to celebrate the kind of programming viewers can find on the network, which includes hits like Hell’s Kitchen and Iron Chef America, along with new series’ Kitchen Crimes and The Family Restaurant. We are confident that our updated branding elements will resonate with our occasional viewers.”
The circular logo has a vibrant red (cherry tomato) inner circle. “Food” appears in a white font within the circle. On-air versions of the new logo also appear in a light green (snow pea) and orange (pumpkin).
The new look is reflected in all of the network’s bumpers, IDs, backplates, menuframes and promos, created and produced entirely in-house. The on-air campaign includes three new 30- and 15-second image spots that “depict a saucier, bolder and riskier Food Network,” says the channel.
Image spots consist of scenarios where a female guest fixes her broken dress strap with a piece of spaghetti at an upscale dinner party, a young women arrives at a party wearing a dress made completely out of food, and a man conducts a secret transaction for truffles in a dark alleyway. In one of nine new network IDs, logos in all three network colours react to music that has been specially commissioned for the re-launch.
The new look will also be showcased in an extensive marketing campaign, focusing on the provocative, sensuous and surprising elements of the network, which debuts September 5 in Toronto and September 19 in Vancouver, Calgary, Edmonton and Winnipeg.
Finally, www.Foodtv.ca, the network’s companion web site, will re-launch in mid-October and will be redesigned to include a new layout, colours and original content to complement the new on-air look.
