CanGro Foods conducts Try the Sauce campaign
CanGro Foods has begun an online campaign promoting its Aylmer Gourmet Pasta Sauce. The campaign, called "Try the Sauce," consists of a series of online videos featuring brand spokesperson Chef Shawn Rocchi. In each video he attempts to get someone to try his sauce through methods such as seduction, reality show participation and masquerading as a child. "This initiative takes a conventionally boring category, pasta sauce, makes it exciting and engaging for consumers in a fun and provocative way," said Rocchi. "Like the videos, the sauce is anything but boring." The videos have been posted to a new website at <http://www.trythesauce.ca>. The site also contains recipes and a contest. Visitors are invited to submit their own video for a chance to win $5,000. The campaign also includes a national product sampling initiative featuring Rocchi that will take place from Oct. 26 to Nov. 22, as well as online and transit advertising. The promotion was developed by SDI Marketing. Public relations are being conducted by Torchia Communications.