Bell Media Mix and Les Cultures de chez nous leek it up!
— January 5, 2015
MONTRÉAL (January 5, 2015) – Bell Media Mix has designed a turnkey, multiplatform campaign (TV, radio, and Web) for Les Cultures de chez nous that, aside from its advertising aspect, also featured video production, online community management, and a contest. Starring chef Nicolas Moreau, the two-month blitz, which ended yesterday, aimed to promote the leek’s many culinary options, as well as the bag of sliced leeks.
A true leek-lover, Nicolas Moreau showcased his passion for this vegetable through five online cooking vignettes. These both energized website Completementpoireau.com to increase traffic and helped drive the digital content strategy.
While it was already well established on social media through its Facebook, Instagram and YouTube accounts, the campaign helped bring the “Complètement poireau” account to life. Besides the creation and management of a new Twitter account, the social media portion of the campaign encouraged dialog across all platforms in order to increase the number of interactions and followers. The web component of the campaign namely included recipe vignettes, behind-the-scenes photos, images of the dishes made, and promotion of a radio contest.
The Complètement poireau! radio contest, produced in collaboration with the Rouge fm network and the radio show Le 5@8 de Marina, was a resounding success, with a total of 10,250 participants. Listeners had a chance to win a visit by Nicolas Moreau in their home for a cooking workshop, as well as $250 gift cards redeemable at participating grocers. Live reminders and commercials were broadcast during the evening drive show, a perfect time to discover dinner options. On the day of the workshop, Nicolas Moreau was interviewed at Rouge fm’s studios in Sherbrooke. Moreover, the show’s host visited the winner to share the experience with Rouge fm 102.7’s Facebook followers. The Rouge fm station in Drummondville also conducted an interview with Nicolas Marceau for the launch of his book Le cuisinier paresseux, which includes aCompletementpoireau.com bookmark. NRJ Montréal also aired ads to promote the campaign.
Lastly, a TV segment with Canal Vie featured lower thirds and messages in which Nicolas invited viewers to discover thousands of recipes and check out his videos at Completementpoireau.com.
About Bell Media
With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada's #1 television network; 35 specialty channels, including TSN and RDS, Canada's most-watched specialty channels in English and French; and four pay TV services, including The Movie Network and Super Écran. Bell Media is also Canada's largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada's most dynamic and innovative out-of-home advertising companies with a network of more than 9,500 advertising faces in Québec, Ontario, Alberta, and British Columbia. Bell Media also operates more than 200 websites; delivers TV Everywhere with premium subscription on-demand streaming service CraveTV, as well as its innovative GO video streaming services, including CTV GO, TMN GO, and TSN GO; holds an equity stake in digital startup Hubub; is partners in Cirque du Soleil Media, a joint venture with Cirque du Soleil; and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada's largest communications company. For more on Bell Media, please visit www.bellmedia.ca.