Prepared By: Michael Ronchka
News Canada:
News Canada produces and distributes branded content on behalf of clients who seek to engage their customers with compelling, original content across paid, earned and owned media channels. A comprehensive campaign spanning multiple platforms from print, television and radio to digital can be distributed directly to the editorial decision-makers at media outlets of all sizes. Clients use News Canada to tell stories, helping to cut through the noise and deliver key messages to target audiences.
The Client:
Piller’s Fine Foods; a Canadian purveyor of premium deli meats and sausage since 1957.
The Challenge:
How to generate awareness about the company’s line of allergen-free deli meats, called Piller’s Simply Free®, and its benefits. The objective was to engage consumers so they not only tried the products once, but continued to buy them.
Strategy:
News Canada helped Piller’s develop a national, bilingual content marketing campaign, which leveraged converging media across multiple platforms. The campaign drove awareness through a combination of television, online and social media engagement. The centerpiece of the campaign was a segment on the Fall 2013 episode of For Your Life, News Canada’s television show featuring lifestyle-related stories. The show’s storytelling format successfully engaged television audiences with a short segment demonstrating how Piller’s new product line helps families prepare quick, nutritious, allergen-free meals.
Results to date:
“Multiple touch points of TV, radio, print, online and social exposure allowed us to amplify our messages nationally. News Canada’s For Your Life program captured our audience’s attention through entertaining video storytelling”, says Rita Weigel, Director of Marketing at Piller’s Fine Foods. The show aired on Food Network, HGTV, Slice, Showcase, CHCH and CHEK, reaching Piller’s target audience and generating awareness. National, local and specialized radio stations as well as newspapers and magazines across Canada picked up on the accompanying written and audio news release, resulting in over 35 million media impressions, almost triple News Canada’s guarantee. Articles appeared in outlets such as the Toronto Sun and Vancouver 24 hrs. The campaign also received over 8,000 views on Youtube, and Piller’s web traffic increased by 13 per cent, with 33 per cent new visitors.
Post sponsored by News Canada