SBS Food unveils fresh brand campaign to kick off local focus

4 February 2019

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Warning: Don't watch this ad while you're hungry.

SBS Food has unveiled a new brand campaign to introduce the new channel to Australian audiences.

Featuring some of Australia’s favourite foodies including Adam Liaw, Poh Ling Yeow and Silvia Colloca, the campaign highlights the content available Channel 33 and SBS's strong heritage in food from Australia and around the world. 

SBS Food relaunched at the tailend of 2018, pivoting to focus on more local content, but also international cuisines.

The relaunch followed the end of its long-term agreement with American broadcaster Discovery, which, up until earlier this year, provided exclusive international content from its own dedicated food channel, The Food Network.

SBS director of marketing Jane Palfreyman said the new direction of SBS food, which embraces different cuisines and culture, has connected with viewers and driven up audience numbers by almost 20% since November.

"The new brand campaign balances sophistication with humour to create an identity for SBS Food that is bold and unique. SBS is all about a world of difference, and SBS Food brings this to life by giving you a fresh take on food," she says.

The campaign, created internally by SBS, will run across SBS’s owned channels, supported by off-channel out of home and digital placements in social, digital video and search to drive awareness and engagement.

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