Swiss Chalet roasts with Rogers

The QSR is taking branded entertainment to the next level with an all-chicken channel on Rogers digital cable.

It’s 6 p.m. All over the country, Canadians are arriving home, flopping down onto the sofa and watching TV while wondering what to make for dinner. They’ll see lots of commercials with helpful suggestions but starting Feb. 28, there will be an entire channel dedicated to one dinner idea exclusively: rotisserie chicken.
Swiss Chalet is debuting an all-chicken, all-the-time digital TV channel on Rogers cable. Like the classic burning Yule log before it, the Rotisserie Channel will feature a roasting chicken 24 hours a day, seven days a week, for the next three months. As it cooks (on Rogers’ channel 208), a promo code will regularly appear, driving viewers to Swiss Chalet’s Facebook page to claim an offer. The deals will differ every day and when the viewer inputs the coupon code to the page, it will deliver a printable coupon customized with the recipient’s name.
The Rotisserie Channel will be supported with TV ads featuring a Swiss Chalet employee talking about how great it would be to have a channel dedicated to roasting chicken, featured placement on the Rogers “Quick Start” digital TV menu and promotion through Swiss Chalet’s Facebook page and website.
“We think this is a really exciting, new and innovative idea,” says Mark Daprato, VP marketing, Swiss Chalet, explaining that the idea for an all-chicken channel arose out of a desire to link the brand’s Facebook presence (it currently has almost 70,000 fans) with its TV media strategy. “We know it’s a little wacky,’ he says.
Campaign creative was handled by BBDO Toronto and media by MEC.