The food and drink digital TV channel Taste CFN is launching its
first major advertising push following the appointment of M&C Saatchi to
its pounds 5 million account.
Taste CFN, which is a joint venture between Carlton and Sainsbury's, is
keen to drive viewers to its TV channel and website, taste.co.uk. M&C
Saatchi, which is on Sainsbury's roster, was appointed without a
New PHD, which works on Sainsbury's media business, will handle the
The TV channel, which was originally known as the Carlton Food Network,
was revamped in April to become a fully integrated TV and web
The campaign, which will run across terrestrial channels, multichannel
TV and press, launches this week. It will feature famous people eating
food that inspires them to do great things.
The TV campaign will have two executions. One features George Stephenson
enjoying a rocket salad before he has a flash of inspiration, which
leads him to invent the steam engine. The second execution shows Guy
Fawkes enjoying a plate of bangers and gunpowder mustard mash, which
inspires his scheme to blow up Parliament. The endline is: 'Taste. Food
to inspire you.'
The ads were written by Tom Spicer, art directed by Sergio Garcia Martin
and directed by Malcolm Venville at Therapy Films. The creative
directors were Tiger Savage and Mark Goodwin.
Nick Adderley, the marketing director of Taste CFN, said: 'We didn't
want to end up with a load of ads which simply say 'here's some food'.
We're more than just about food, we're about entertainment too.'