Shaw Media has partnered with Starcom to create inspirational content from a culinary expert for VH Sauces’ brand refresh campaign. Shaw Media confirmed today that the new partnership with VHSauces will prominently feature both the image and the inspiration of Food Network Canada celebrity chef Roger Mooking. The VH brand-refresh, dubbed “What Inspires You,” was developed by Leo Burnett and will launch September 16th.
The campaign will feature a number of creative elements that will focus on Chef Mooking, who was recently announced as one of eight esteemed judges for Food Network Canada’s exciting new competitive reality series, Chopped Canada, premiering this winter.
“Roger’s down-to-earth approach to life, and his strong viewer appeal made him an ideal choice for this campaign,” said Errol Da-Ré, Senior Vice President, Sales for Shaw Media. “Recognizing the tremendous value that Roger has to offer, our Marketing Ventures team developed a series of promotional elements that accentuate his innovative flare for creating simple and delicious dishes.”
Michelle Mitchell, Strategy Manager at Starcom, agrees. “Roger’s desire to add an exotic thrill to everyday cooking is a preferred match for VH. I’m pleased with the collaboration between Shaw Media and our inter-agency teams as we’ve developed this program – true partners!”
Chef Mooking will create 12 custom recipes using a variety of VH Sauces that will be showcased via point-of-purchase displays developed by OSL Marketing at 1,200 retail locations across the country and online at VHSauces.com. At the same time, Shaw Media will produce –with creative collaboration with Leo Burnett – a series of 15 second video vignettes that play up Chef Mooking’s easy going persona while inspiring viewers to make their own discoveries with VH Sauces.
Shaw Digital will also produce co-branded ad units, custom newsletters and post Chef Mooking’s custom VH recipes on FoodNetwork.ca. Additional Roger Mooking digital content will appear on VHSauces.com and a VH Sauces Facebook page, which is managed by OSL Marketing.