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Pizza Pizza begins promotion with Shaw Media

Fast food chain Pizza Pizza has signed an agreement with Shaw Media of Toronto to conduct a series of promotions linked to programs on specialty television channels Slice and HGTV Canada. The first campaign consists of a number of 15-second mock viewer advisories that run prior to airings of The Real Housewives of New Jersey. The ads warn viewers that watching the show may result in a craving for pizza.

A four-week contest component called "Pizza Pizza A Slice of The Real Housewives' Life" will begin next week. The contest will be supported with 30-second commercials using footage of the show. Viewers will be encouraged to visit Slice.ca to enter a draw for a trip for four to any city in which the show has been filmed.

"We were looking for a media partner that understands the Pizza Pizza brand and our fun and approachable image," said Pat Finelli, chief marketing officer at Pizza Pizza. "These light-hearted executions are a great fit with our DNA and help to strengthen the positioning we've built over the years with our agency partner, Media Dimensions. They're bold, irreverent and convey a message that enhances the programming content."

Similar viewer advisories will run during the upcoming season of Canada's Handyman Challenge on HGTV Canada.

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