ConAgra Foods begins lunch promotion with Shaw Media
ConAgra Foods, in association with Shaw Media, has begun a promotion called "Let's do Lunch," intended to remind consumers of the importance of eating lunch. The effort takes the form of a 30-minute program hosted by Food Network personality Sandi Richard. The program also includes product integration and product placement for Healthy Choice Gourmet Steamers. The program first aired on Nov. 6 and 7, and will air again on Feb. 19 and 20 during two-hour Food Network programming blocks dedicated to the subject of lunch. The promotion also includes materials on the Foodnetwork.ca website and three 15-second commercials that are airing on Food Network, HGTV Canada and Slice. "We've created an engaging and informative platform on which to share the Healthy Choice Gourmet Steamers message of making lunch matter," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "Building context for a client's message out of a segment of original programming was a first for us, but it has been a tremendous experience that we look forward to sharing with our viewers." The promotion was arranged by Starcom MediaVest Group and developed in-house by the Food Network.