What do you do if, as an advertiser, you’re offered the chance to take over the sponsorship of a long-running weekly fixture on Quebec television?

Obviously, you say yes – with the caveat that you don’t want to do exactly what the former sponsor did.

That, anyway, is how Montreal-based supermarket chain Provigo responded when asked if they would be interested in tva’s Sunday night movie – a program that, for years previously, had been sponsored by Kraft Canada.

Sylvie Marton, media group head with the retailer’s agency, PNMD Communication in Montreal, says Provigo wasn’t interested in simply recreating Le Cinema Kraft. They wanted to do something different – something far beyond the old-school ‘brought-to-you-by’ style of programming sponsorship still used by many advertisers.

As part of the deal, tva offered the grocery chain non-commercial airtime within the weekly movie. Provigo decided to focus these programming segments on a topic known to be near and dear to consumers’ hearts these days – namely, food and cooking.

Provigo’s ‘Restaurateur Maison’ (‘Home Menu’) programming, which consists of two 45-sec. spots, features a host who offers tips on creating quick and delicious home-cooked meals. The host, Daniel Pinard, is a familiar face to Quebec viewers, having appeared in the past on his own cooking show.

Because the segments are not commercials, Marton says, the host doesn’t pitch Provigo products explicitly. The products featured, however, are generally those that the retailer wants to promote for one reason or another.

When, for example, the grocery chain introduced Alberta beef last year, Pinard explained to viewers the best way to cook the meat, and demonstrated how to prepare a simple sauce to go with it. But he didn’t specify that the product was available at Provigo stores.

Although the segments are taped in advance – eight spots are shot every month – they are meant to have a ‘live’ feel, Marton says. The agency generally knows which movie is scheduled each week, and at which point in the movie the spots will air. So Pinard will usually introduce himself with a comment on the film.

‘We try to make sure that there’s a link,’ Marton says.

Daniele Masse, marketing director for the Provigo banner (Provigo also owns Loeb in Ontario), says the focus of the Restaurateur Maison programming reflects a shift in the chain’s philosophy. Provigo, she explains, is in the process of gradually moving all of its 162 stores toward a positioning as a place to pick up ‘meal solutions’, rather than just groceries.

In addition to the Restaurateur Maison programming, Provigo has the first spot of each commercial cluster during the film. Three regular 30-sec. product spots run in these positions, along with two 15-sec. ‘what’s new’ spots that focus on Provigo promotions, such as the supermarket’s credit card. (When a film exceeds two hours, Marton says, Provigo may not have as much presence during the final few minutes.)

There’s also a Provigo opening, in which a host – with the large ‘Le Cinema Provigo’ marquee behind her – chats about the upcoming feature, as well as Le Cinema Provigo bumpers throughout the broadcast.

The deal also provides for full category exclusivity, Marton adds.

Essentially, Provigo has wrapped up one of the prime properties on Quebec television. During those two hours on Sunday night, Marton says, an average of 500,000 Quebecers are tuned in to tva – and viewer figures climb during sweeps periods, when the network is more likely to air first-run movies.

Provigo’s sponsorship of the Sunday movie began last September. The program is now formally identified in all tv listings, and in any tva promos, as Le Cinema Provigo. All Provigo store flyers also mention the sponsorship.

Since the fall, Marton says, Provigo has conducted two viewer-response studies. The first, done just six weeks into the program, revealed that consumers enjoyed the soft-sell approach of the Restaurateur Maison programming, and actually found the tips informative and useful.

The second study convinced Provigo to extend the program even further. Marton says the chain is planning to improve its in-store link to the program (a recipe offer) over the next few months, to better reinforce its branding.

Provigo’s contract with tva runs until next fall. Marton says the advertiser plans to renew its commitment and evolve the concept further, possibly even adding additional non-commercial time.

‘We’re in the process of looking into how we can make it evolve for year two, because we don’t want the viewers to expect the same thing.’

Marton says the Provigo sponsorship is a prime example of the new flexibility that conventional stations are compelled to demonstrate these days.

‘They have to be more competitive,’ she says. ‘So they have to be more creative about what they offer us, in order to maintain dollar share.’

Also in this report:

– Conventional nets board promo bandwagon: Increasing competition coupled with client demand has compelled broadcasters to help advertisers take advantage of promotional opportunities p.B1

– Air Canada flies high with ‘mystery trip’ idea: Contest held to promote first anniversary of Toronto-Dallas route p.B2

– Seymour proves effective Medicine for Clairol: Integrated TV and magazine promotion leveraged popularity of Dr. Quinn star to build awareness for Loving Care hair color brand p.B5

– Fruit of the Loom flashes underwear all night: Claims ownership of entire evening’s programming in effort to build awareness in key market of Montreal p.B7

– Regional promos complement Labatt’s national plan p.B8

– Party brought excitement to Dove launch: Force-tuning contest leveraged ‘indulgence’ theme common to TV show, chocolate bar p.B10