Spark Cooks Up On-air Package for VIVA Cuisine

Furthering its relationship with Corus Entertainment's VIVA Network, LA-based spark has developed a creative package for the network's new "VIVA Cuisine" programming block. The award-winning creative agency provided IDs, interstitials, closes and a comprehensive toolkit to brand the food-centric programming block, which began airing weekdays and weekends this month.

This latest project comes on the heels of the complete on-air graphics package spark developed to launch VIVA Network as part of Corus' portfolio of women's services, which also includes W Network (25-54) and CosmoTV (18-34). Targeting Canada's female boomer demographic, spark's on-air package for VIVA Cuisine embodies the look and feel of the network expressing the balance, independence and self-empowerment of the 40-to-64-year-old female viewer. The promotion package expands the brand's palette while getting VIVA's audience hungry for the new programming.

"spark's launch campaign for VIVA really reflects the look and feel we hoped to incorporate across the network, so we wanted to evolve that initial statement when we looked to build out VIVA Cuisine," said Dolores Keating-Mallen, Vice President, Creative Director, Corus Entertainment. "The food-centric package encapsulates the experiential perspective VIVA brings to food programming and takes the viewer beyond just the physicality of food."

"Developing the voice for VIVA was the first step in personifying who VIVA is. With VIVA Cuisine, we were given the opportunity to expand the VIVA vocabulary and continue the evolution of the baby boomer brand," added Elaine Cantwell, founder of spark. "With this project, our goal was to create an on-air package that creatively spoke to the brand but also provided flexible functionality with all the working parts. The package ultimately works with the brand while also making its own culinary statement."

VIVA Cuisine is serving up new programming, including Everyday Food, based on the popular magazine from Martha Stewart Living; and Rachel Allen: Bake!, starring the famed Irish chef and author. Also joining is the classic series Nigella Bites, which brings Nigella Lawson's sensual combination of comfort, food and passion to the afternoon.

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