Alliance Atlantis conducts Food Network campaign
Alliance Atlantis has begun a campaign for its Food Network specialty channel intended both to appeal to its existing audience and to attract new viewers. The print and television campaign makes use of three executions based on the themes of “sensual,” “funny” and “competitive” food shows. “Food Network has focused on positioning itself as a destination for entertaining programming which has helped reach new viewers and drive strong audience growth,” said Muriel Solomon, vice-president of marketing and publicity for lifestyle networks at the company. “The strategy behind this year’s campaign is to continue to reach new viewers by changing perceptions of the network through fun, light hearted creative and unique promotional opportunities.” The print ads are running in Toronto, Vancouver, Calgary, Edmonton, Kitchener and London. The campaign will also include a number of promotional activities. This fall the channel will advertise on 70,000 pizza boxes in Ontario as part of its “funny” and “competitive” themes. Video screens in elevators in Toronto, Vancouver and Calgary will run Food Network trivia questions. The channel will also promote itself in 13 Yuk-Yuks Comedy Club locations in Canada with posters, tent cards and coasters. The online component includes a game at Askmen.com in which players can wrestle with the lobster claw used in one of the print ads. Also, the Foodtv.ca website will host a new blog by food journalist Catherine Jheon called “Food for Thought.” The campaign was developed by the Alliance Atlantis creative services, marketing and content staff. The print creative was produced by FCB Toronto.