SBS has created what it describes as its “biggest Food campaign to date” to promote the launch of new program Mexican Fiesta with Peter Kuruvita.
The campaign includes print, online advertising, digital outdoor and social media advertising. Post-it notes will be stuck on the front pages of the The Sydney Morning Herald and The Age tomorrow to promote the first episode.
Katherine Raskob, SBS group marketing manager, said: “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.”
The digital outdoor panels, which will appear in airports, cafes and retail venues, will carry seven-second animated executions aimed at driving viewers to SBS on Thursday evenings.
A mix of photography and illustrations are at the heart of the campaign as SBS moves to ignite people’s imagination about Mexican cuisine.
“Mexican Fiesta with Peter Kuruvita peels back the layers of assumptions about Mexican food and delves into the culture and the people of Mexico in a way that only SBS can offer. It gives audiences a way to explore and connect with this fresh and lively food in an exciting and entertaining way,” Raskob added.
Following on from Mexican Fiesta will be a new series Luke Nguyen’s France and more following the 2014 FIFA World Cup.
Tony Iffland, SBS director of television, said: “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.”