Channel Seven's food juggernaut My Kitchen Rules is looking to in-store activations to bolster its brand even further.
Last season the program averaged 948,000 viewers per episode in its target demographic of people 25-54 and Lisa Squillace, sales director sponsorships and multi channels for Channel Seven, said that by linking in-store activations with all of Seven's assets will ensure trackable return on investment for advertisers.
“We're looking more into a show-to-store activation, ensuring ROI, so ensuring that we can push from in-store to product to recipes,” Squillace said.
She said a big part of the extension is path-to-purchase activations and building on what has already been created during the show.
“We're definitely looking at an extension of the brand, we are also ensuring that we cement what we have already done throughout the show, evolving all of those activations.”
These activations could come in all shapes and sizes with Squillace highlighting a big focus for the activations is breaking them down by state so that audiences can continue the connection with their home teams competing in the program.
Sponsors keep signing up to the program and Squillace said it's because of the way MKR and Channel Seven represent their products across all of its businesses assets.
“We're clever that we break up our assets to ensure each of those have a successful campaign, we've had probably six of our sponsors for this year have been on the show for four to five series,” she said.
“So they keep coming back, they each own their own space and each have a different campaigns with different objectives and I just think that's really important.”
For more on evolution of the Australian food media market, check out the Special Report in the latest print issue of AdNews, (25 July). Subscribe to the print or iPad edition here.
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