Marketing News Roundup: June 08, 2022

Today we feature a round-up of some big events and recent industry happenings.

• Doritos Ketchup Chips are back for ONE. LAST. TIME!
• Belairdirect Offers Creative Spin on Home and Auto Insurance Savings
• Hilton on the Green of the Canadian Open
• Pluto TV to Launch with Corus in Canada

Read more below!

Doritos Ketchup Chips are back for ONE. LAST. TIME!

Art by Kristy Gordon

Back for ONE. LAST. TIME., Doritos Ketchup flavoured tortilla chips are now available across the country! To pay tribute to the limited-time snack and reflect on its history in a BIG and BOLD way, the Doritos brand has commissioned a massive, Renaissance-inspired painting by Canadian artist, Kristy Gordon.

Her canvas painting is an impressive homage to the flavour, coming in at a remarkable, head-turning 9 feet tall by 7 feet wide. The art features the eye-catching retro packaging of the Doritos Ketchup chips. With a crunchy, vinegary and bold flavour, these chips have a hint of sweetness and a corn chip finish. A Canadian fan favourite, Doritos Ketchup chips are now available on store shelves, wherever Doritos products are sold, including at doritos.ca.

Canadians can follow along at #DoritosKetchupTribute on TikTok to see how more people across the country are sharing their appreciation for the flavour.

Belairdirect Offers Creative Spin on Home and Auto Insurance Savings

Canadian insurance brand, belairdirect is offering consumers a creative spin on how to save money when it comes to home and auto insurance. These two campaigns aim to lighten the conversation and help consumers save.

• Campaign #1: Switch and Save -- What would you do with a bit of extra money in the bank? That’s the question belairdirect customers are asking themselves in a new series of broadcast and digital advertising spots in belairdirect’s new No More Excuses campaign. These ads inject a bit of humour to illustrate how switching car and home insurance to belairdirect can lead to more money in your pocket.
  
• Campaign #2: belairdirect x Pizzerias -- taking inspiration from Quebec’s iconic moving day, belairdirect has partnered with pizza restaurants across Ontario and Quebec for an out-of-the-box promotion – literally! In June, participating pizzerias will receive branded belairdirect pizza boxes that feature Little Knight, the belairdirect mascot and a QR code to lead customers to a landing page where they can get an insurance quote at their fingertips.

These two campaigns offer a glimpse into belairdirect’s broader marketing strategy for 2022. Both campaigns were created in partnership with Sid Lee, Circle Productions, and directed by James Haworth.

Hilton on the Green of the Canadian Open

Hilton is extending its signature hospitality to the green at this year’s RBC Canadian Open. The company is launching “Hilton on the Green,” a first-of-its-kind opportunity for golf lovers in Canada. The pop-up features a unique, 1-bedroom hotel room right off the 3rd hole at this year’s RBC Canadian Open, running from June 06 to June 12.

Hilton on the Green is the ultimate golf experience for any fan: a personal concierge and golf cart, gourmet meals delivered to your room, breakfast in bed, and a view of the green at St. George’s Golf and Country Club that can’t be beaten, and world-class service and hospitality from Hilton.

"Hilton strives to create authentic, one-of-kind experiences that showcase our friendly and reliable hospitality in unique ways and prove it matters where you stay,” said Aligi Gardenghi, Vice President, Americas Marketing. “As a proud partner of premier golf organizations around the world, we are thrilled to offer golf lovers a once-in-a-lifetime opportunity to spend the night on the course and to have an unparalleled view of the action from the comfort of their own hotel suite experience, courtesy of Hilton.”

Hilton’s custom-built hotel experience is made and sourced from Canadian materials and built on a custom trailer system driven right onto the golf course. Hilton oversaw the design and interior design elements to ensure the pop-up was up to the high quality and comfort Hilton is known for – incorporating unique elements from many of Hilton’s 18 bespoke brands, including Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Canopy by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Tempo by Hilton, and Motto by Hilton.

Guests will experience Frette linens from Waldorf Astoria Hotels & Resorts, cocktail kits from Motto by Hilton, Byredo Mojave Ghost bathroom amenities from Conrad Hotels & Resorts, and even world-famous DoubleTree cookies.

The hotel experience will open its door again later this summer in Ottawa during the CP Women’s Open. Later in June, there will be an online contest where fans can submit to hiltononthegreencontest.com to be included in the pool of entrants to stay at the “Hilton on the Green.”

Pluto TV to Launch with Corus in Canada

Corus Entertainment Inc. and Paramount Global have announced that Pluto TV, the world’s leading FAST (free ad-supported streaming television) service, will launch in Canada this fall. Launching with more than 100 unique, curated channels and over 20,000 hours of content, the service will offer a full spectrum of free programming including drama, comedy, lifestyle, kids, movies, around-the-clock news, and more. This sees Corus' leading ad sales capabilities combined with Pluto TV's best-in-class platform and technology, serving compelling content to audiences and providing a transformative model for advertisers.

At launch, Corus will be the ad representative of what is positioned to become one of the largest free premium ad-supported streaming services in the country. In addition, Pluto TV will offer a curated slate of Corus Original library series that span a variety of genres.

“Corus' relationship with Pluto TV underlines our commitment to ad-supported premium video, building on the success of STACKTV, the Global TV App, and Premium Video on Demand,” said Greg McLelland, EVP and Chief Revenue Officer, Corus Entertainment. “The agreement further expands the volume of digital video inventory Corus has to offer, in a premium, brand-safe environment allowing our clients to achieve the impact of TV with the measurement and targetability of digital and connect with audiences wherever they are streaming.”

“Pluto TV is committed to further expanding its premium free offering for audiences around the world, and this game-changing partnership with Corus is a testament to that commitment. Following Pluto TV’s recent launch in the Nordics and the partnership we implemented with Viaplay, which served as the strategic framework for this deal, the upcoming launch in Canada will combine Corus’ incredible local content offering with Pluto TV’s global content and world-class platform, positioning Pluto TV to become the leading free ad-supported streaming TV service in the country upon launch in the fall,” said Olivier Jollet, Executive Vice President and International General Manager, Pluto TV.

Pluto TV is the global leader in FAST, with nearly 68 million monthly active users who have streamed over 4.8 billion total viewing hours across over 30 countries and territories spanning three continents. Pluto TV will be available for free, with no registration required. Users will be able to watch Pluto TV via Web at www.pluto.tv, via the Pluto TV app for Amazon Fire TV, Roku, Apple TV, Android TV, Chromecast, Samsung and LG devices, and via mobile apps on the App Store and Google Play.

Compiled by Emma Whiten, Editor of Marketing News Canada