Toronto, Canada – This holiday season Dairy Farmers of Canada (DFC) has partnered with W Network to sponsor the networks popular and beloved slate of holiday movies airing Thursday, Friday and Saturday evenings in December. The unique initiative features hosted interstitials with W Network personality Josie Dye (Oh So Cosmo, 102.1 the Edge) and will drive awareness for the All You Need Is Cheese campaign. The sponsorship kicks off 4 December with the film, Surviving Christmas.
“This is the perfect time of year for W Network to work with Dairy Farmers of Canada. Our seasonal films have always performed very well with our viewers and the titles we are airing this year offer the perfect opportunity for Dairy Farmers of Canada to reinforce their product’s connection with the holiday season,” said Lynn Chambers, Vice President, Client Marketing, Corus Entertainment. “As a trusted resource for our viewers, W Network worked with m2 to develop the campaign to cut through the clutter of holiday promotions and offer ideas for recipes and exciting new cheese varieties to taste over the holidays.”
The national multi-tiered, on-air campaign was secured for Dairy Farmers of Canada’s by their media agency m2 and targets Women 25-54. The interstitials, hosted by Dye, will push viewers to the website for even more recipes, tips and articles.
“We know our target, “Zestfuls” are W Network viewers who love to cook and entertain, especially around the holidays.” said Ishma Alexander-Huet, Manager Communications Strategies, m2. “We are tapping into her holiday spirit, in her downtime, in order to introduce her to new varieties of Canadian cheeses and recipes for holiday cooking and gatherings with friends and family.”
The partnership will include on-air billboards, sponsorship of closed captioning, and 90-second hosted segments during the films. The segments will include Dye discussing the films, giving holiday tips and testing out delicious holiday recipes using Canadian Cheese, such as Parmesan and Caramel Popcorn. Film titles include Last Holiday, The Holiday, Holiday Baggage, The Family Man, Santa Baby, Under the Mistletoe and Four Christmases.
Each week, the campaign will feature a recipe on WNetwork’s website under the food section and within the weekly ‘Dinner and a movie’ e-newsletter, relating to the sponsored movies. The digital elements will be supported through W Network e-newsletters, social media and organic links on our sites. Dairy Farmers of Canada branding will be present on all sponsored content.
