SBS launches new integrated creative campaign for ‘Mexican Fiesta with Peter Kuruvita’ TV show
SBS has initiated a major creative campaign to support its first newly-commissioned food program for 2014, Mexican Fiesta with Peter Kuruvita, which kicks off tomorrow at 7.30pm on SBS ONE via The Precinct Studios.
The off-channel campaign encompasses print, online advertising, digital outdoor and social media advertising. The campaign features a blend of stunning photography and illustrations to capture people’s imagination about the world of Mexican cuisine that Peter discovers on his journey.
This is SBS’s biggest Food campaign to date. Post-it notes will be stuck on the front of the Sydney Morning Herald and The Age tomorrow for episode one, and digital outdoor panels have been employed, featuring a seven-second animated execution aimed at driving viewing to Thursday nights. They will appear in airports, cafes and retail venues.
Says Katherine Raskob, SBS Group marketing manager: “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.
“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.”
SBS has committed to commissioning more quality ‘real food’ programs in 2014. Following Mexican Fiesta with Peter Kuruvita will be a new series – Luke Nguyen’s France and more incredible food programming following the 2014 FIFA World Cup. These are just a couple of reasons viewers will want to keep their Thursday night Food appointment with SBS this year.
Says Tony Iffland, SBS director of television: “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.”