Canal+ Group is moving ahead with the relaunch of its domestic French pay TV services under the Canal brand, which replaces the legacy Canal+ brand used for its premium offering and the Canalsat name used for the operator’s comprehensive pay TV bouquet.

Canal+ has hired agency BETC to mount a marketing campaign based around the idea of combining the best ingredients – in this case TV channels – to create the televisual equivalent of a gourmet meal. A TV and cinema campaign will feature the kitchen of a gourmet restaurant where the chefs will create meals from content, for example slicing up cartoons and seasoning with explosions from drama series.

BETC has created a series of 60-, 45- and 30-second films based on the concept, which will be complemented by radio and press advertising from November 27.

Guillaume Boutin, marketing director of Canal+, said that the film “perfectly illustrated the way in which we we create for our subscribers a unique offering based above all on quality, to be consumed as a family or in a personalized way, live or à la carte on all screens”.

The new Canal offerings are available in a range of packages from €19.90 to €99 a month.

Canal+ launched the new brand and offering at the same time as it entered into strategic partnerships with French ISPs Orange and Free to bundle its themed packages as part of the latter’s triple-play offerings.