24-hour rotisserie chicken channel (honest)

March 1, 2011 by Dave Haynes

Swiss Chalet is a bit like Tim Horton’s in Canada, except switch roasted chicken in for coffee and donuts. The restaurants are all over the country and have a very loyal following.

In a move that would have made some people go cross-eyed in a marketing meeting, the company has started a new TV channel devoted to round-the-clock video of chickens on a rotisserie, running on the high digits of digital TV on the cableco that controls most of the greater Toronto area and beyond.

The Rotisserie Channel started running Monday on Rogers cable, channel 208. The channel is similar to the fireplace channels you see around Christmas. This one is booked for 13 weeks for now.

I mention this because as loopy as it sounds, it is clever and getting media attention, which was the point.

I also mention it because this amounts to what my friend Stephen Ghigliotty dubbed “food porn” and would actually be very effective running as digital screens in the venue. People go there for the chicken, anyway, but this would powerfully reinforce buying intentions.


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