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Food Network Canada breaks spring campaign

Specialty television channel Food Network Canada has begun a spring marketing campaign. The effort, developed in-house by Canwest Broadcasting, includes television, billboard, transit and online advertising. The four-week campaign is aimed primarily at adults between the ages of 25 and 54 in Vancouver and the Ontario cities of Toronto, Kitchener, London and Ottawa. The creative is intended to convey the range of the channel's programming as well as to promote five specific series that will launch as part of its spring schedule. The ads use copy such as, "The personalities are big, the tacos are bigger," "Succeed or fry trying" and "You can't make and omelette without breaking a few egos." Image creative will run in approximately 100 grocery stores in Toronto and Vancouver, while posters and stairway ads will appear in seven high-traffic Toronto subway stations and Vancouver Sky Trains. Installations of three horizontal billboards are being used in each market, with each board displaying a different piece of the same creative on each corner of an intersection. Television advertising is running on all Canwest properties. Online ads are running on Canwest properties as well as on MSN, and "Food Network continues to raise awareness of its wide range of appealing and highly entertaining programming to reinforce that the channel is not just for foodies or about learning how to cook," said Solange Bernard, director of marketing for lifestyle channels at Canwest Broadcasting. "The campaign creative highlights the breadth of the channel's programming and the high reach media vehicles will help us spread the word as loudly as we can."

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