In Canada, independent production companies rely on a system of government funded tax credits given by the Canadian Audio Visual Certification Office (CAVCO). CAVCO dictates that brand integrations must flow naturally within a storyline.Canada still lags behind other markets when it comes to branded entertainment. Much of the content our audiences consume comes from our neighbours in the US, which means there are limited opportunities for marketers to integrate their brands into existing content.

When production of Top Chef Canada was announced, FOOD Network received over 100 requests from advertisers who wanted to integrate their brands into the popular franchise.Consumers have an appetite for content but this does not mean they are lowering their standards. Intelligent marketers know successful branded content integration needs to be entertaining, authentic and if you really want to grab your consumers’ attention; offer them something they can’t get anywhere else!

Milestones is a chain of casual dining restaurants, specialising in ‘inspired food’, made by ‘inspired people’. To differentiate Milestones in the competitive casual dining category and emphasise this vision, we created a truly innovative branded content integration within the first installment of Top Chef Canada. The execution saw renowned chefs creating menu items for Milestones’ 40+ restaurants, during an exciting Elimination Challenge. The challenge was filmed on location at Milestones’ flagship restaurant. Winning chefs’ dishes were awarded a spot on an exclusive menu that launched in Milestones’ restaurants across Canada immediately following the episode airing.

The campaign was a tremendous success! During dinner service 23% of all guests ordered dishes from the TCC feature menu which included; Pork Croquettes, Roasted Sablefish with Seaweed Gnocchi and Strawberry Shortcake with Vanilla Whipped Cream.The exclusive TCC menu items brought in 30% more margin than any other core menu item (confidential).

Pork Croquettes (the winning appetizer) were the third highest selling appetizer nationally (out of 15 options).

Many Milestones’ servers shared that their guests stated they visited Milestones specifically to try the TCC menu.

TCC debuted as the all-time no.1 Canadian premiere on FOOD Network and remained the number one program for Adults 25-54 on FOOD Network throughout the season.In a study conducted by FOOD Network, over 85% of respondents perceived brands associated with Top Chef Canada as innovative and leaders in their industry.