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Keurig readies Restaurant Takeover campaign

Coffee maker company Keurig is preparing to break a new campaign in association with Food Network Canada. The campaign, developed by Shaw Media in collaboration with Sid Lee and PHD, consists of two 30-second television commercials promoting the company's K-Cup packs. The creative features three personalities from the reality show Restaurant Takeover: Corbin Tomaszeski, Paula Velez and Igor Shamraychuk. The campaign will break on Shaw Media television properties on Oct. 21 as part of a larger Keurig brand campaign.

"The understated nature of how these spots unfold is what makes this campaign work so effectively," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "Viewers will be immediately drawn into a conversation that provides an insider's glimpse of their favourite show while subtly weaving the Keurig brand into the lively discussion."

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