M&C Saatchi lands pounds 5m Taste CFN account

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

media account.

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.'

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