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Canadian chicken had a great spotlight moment on MasterChef Canada this season. The show dedicated a full episode to chicken, giving viewers a closer look at the care and quality behind birds raised by Canadian farmers. Our brand is visible throughout the episode, both in the main integration and through on-screen ads and billboards. The feature itself appears at the 2:30 mark.
You can watch the episode—Season 8, Episode 5: “Winner, Winner, Chicken Dinner“—on CTV here.
This integration supported the momentum from our Free Run Facts campaign, which has now been in market for a month. The goal was to bring simple, clear education to Canadians across every platform they use. With channel-specific creative and a broad media mix, the campaign is performing well and is on track to meet its objectives.
Streaming audio has been the most reliable channel. People are listening almost all the way through, which shows the message is holding their attention.
Display ads on major news, food, and lifestyle sites are also doing well, with more people clicking and interacting than we usually see.
Quebec continues to be a strong region for this topic. Display and Snapchat ads are getting more engagement than average, which lines up with what we’ve seen before: people in this market show strong interest in learning more about Free Run.
Social video took a little longer to pick up but has improved each week.
Ads in Chinese and Hindi are getting higher-than-usual click-through rates. These communities continue to show strong interest in information about how chicken is raised in Canada.
On November 17, we launched our new 15-second online video spot in both English and French. You can watch them here in English and in French.
These videos extend the reach of our Free Run message as we head into the final weeks of the campaign.
