SBS has kicked off what it's calling its biggest food marketing campaign to date to promote tomorrow night's premiere of Mexican Fiesta With Peter Kuruvita. Created in-house by SBS, the off-channel campaign spans print, online, digital outdoor and social media, featuring a blend of photography and illustrations to "capture people's imagination about the world of Mexican cuisine".
Post-it notes will be stuck on the front of The Sydney Morning Herald and The Age tomorrow to promote the first episode, which airs tomorrow night at 7:30pm on SBS One. Mexican Fiesta is the first of SBS Food's newly commissioned line-up for 2014.
SBS group marketing manager Katherine Raskob 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.
"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 director of television Tony Iffland 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.”
