Canada Dry Mott's begins Top Chef campaign
Canada Dry Mott's has begun a campaign for its Mott's Clamato Caesar product in association with reality television series Top Chef Canada, which airs on Food Network Canada. The campaign will run for the length of the season. It includes product integration, how-to vignettes with the brand's "Chief Mixing Officer," and a Facebook-based contest component called "Win Like a Top Chef." Participants in the contest attempt to predict which chefs will avoid elimination from the show to win prizes including Le Creuset cookware, Weber grills, General Electric appliances and cash. "The Mott's Clamato Caesar is an incredibly unique cocktail," said Jonathan Yeh, brand manager for Mott's Clamato. "You can't get the taste of a Caesar from any other cocktail. So partnering with Top Chef Canada, a show that celebrates unique cooking, was a great fit for the brand." The sponsorship deal was secured by Mindshare. The consumer promotion is being managed by Black Rock Marketing Group, while the Facebook activities are being handled by Veritas Communications. Food Network Canada is a Shaw Media property.