Branded content drives brand lift and purchase intent in food and kitchen

Strategic Integration in a National Culinary Franchise

A home goods retailer partnered with Bell Media’s premium culinary competition series to promote its food and kitchen offerings. The activation included a branded episode in prime time, where the brand’s kitchen products were integrated into a cooking challenge. The campaign was executed across Bell Media’s multi-platform ecosystem and evaluated through a pre-post brand lift study conducted by Charlton Insights.

The branded content delivered strong and immediate results. Aided sponsor recall rose from 28% before the episode to 34% after, scoring higher than the benchmark. Name-prompted recall also saw a notable lift, increasing 24% following the sponsored episode. This surge in awareness was not only immediate but also sustained, with elevated recall levels maintained through the end of the season. Post-campaign tracking confirmed that awareness remained consistently high.

Measurable Impact on Brand Metrics

The branded content integration generated strong lifts across multiple brand performance indicators. 

Among episode viewers, the percentage of respondents rating the brand’s overall opinion as “excellent” increased by 121% compared to non-viewers, resonating with 2-in-5 viewers.  The brand opinion lift was even higher among adults aged 35 to 49, with a 152% lift increase. 
The campaign also had a positive influence on purchase consideration across key product categories. Kitchen purchase consideration rose by 192% overall among episode viewers, with one in three (35%) saying they would definitely consider purchasing a new kitchen.

Food purchase consideration also saw a substantial lift. The percentage of respondents who said they would definitely consider visiting the brand’s store to eat at the restaurant or purchase food increased by 193% compared to non-viewers. Among adults aged 18 to 34, this figure was 3.5 times higher than the benchmark.

Conclusion

The integration of a home goods retailer drove strong and measurable results across brand awareness, perception and purchase intent. The campaign generated immediate increases in recall and sustained awareness over time. It also influenced key outcomes across food and kitchen consideration, particularly among high-value demographic groups.

Source: Charlton Insights Brand Lift Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.