Swiss Chalet to launch all-chicken television channel
Restaurant chain Swiss Chalet will launch a 24-hour television channel through Rogers Cable on Feb. 28 that will broadcast continuous video of a chicken turning on a spit over an open flame. The image will occasionally be accompanied by a promotional code and website address that will allow viewers to place orders. The channel will air for three months initially. The video will also be carried on the company's website at <http://www.swisschalet.com/channel>. The promotion was developed by BBDO of Toronto, while MEC of Toronto handled the media buying, partnership and placement. "We know Canadians have a passion for Swiss Chalet's famous rotisserie chicken, so this branded channel gives us an opportunity to further satisfy their craving," said Mark Daprato, vice-president of business development and marketing at Swiss Chalet. "This initiative is the first of its kind for our category and industry and we've so far enjoyed an overwhelmingly positive reaction to it on our Facebook page. Not only does this channel bring the sight of a delicious rotisserie chicken into their homes, it gives us a real opportunity to directly interact with our fans, offering some great deals, through Facebook, Twitter and Swiss Chalet's website."