SBS has kicked off a major campaign to support and promote its newly-commissioned food program, Mexican Fiesta with Peter Kuruvita.
The off-channel campaign, developed in-house, runs across print, online, digital outdoor and social media. It features a blend of photography and illustrations to capture people’s imagination about the world of Mexican cuisine.
Post-it notes will be stuck to the front of the Sydney Morning Herald and The Age tomorrow promoting the series’ first episode while digital outdoor panels in airports, cafes and retail venues will feature a seven-second animated execution aimed at driving viewing to Thursday nights.
SBS Group marketing manager Katherine Raskob said in a statement: “This is a significant campaign for our food programming, supporting the growth of our audience share in the food space and SBS’s continuing solid commitment to commissioning quality, local, ‘real food’ programs.
SBS director of television Tony Iffland said in a statement: “Amid the high stakes climate of reality food programs broadcast by our competitors, audience appetite for SBS Food has been steadily increasing as ‘real food’ success stories like Gourmet Farmer continue to bolster audience numbers for TV and online.
“A strong program line-up for 2014 will further cement the reputation of SBS as a serious contender in an increasingly crowded food programming environment, providing an alternative to what’s on elsewhere.”