Hoping to broaden its appeal beyond the cooking basics, Food Network has launched its first-ever branding campaign trumpeting its daytime and primetime programming to fill consumers’ varying appetites.
The network kicked off its new campaign Monday with the tagline, “Way More Than Cooking” to persuade viewers to add the channel to their list of viewing choices.
“There’s more to food than cooking,” said Michael Smith, senior VP-marketing and creative services for Food Network. “There are other ways that food connects with life experiences.”
The network focuses its daytime programming on cooking instruction shows, while at night it takes viewers into the world of food, featuring food competitions (think Iron Chef) and cultural food shows.
“With our (primetime) programming, we tried to get out of the kitchen…and into the world of how food interacts with people,” Smith said. “To really move needle…we had to refocus the message.”
The Food Network is reinforcing its re-branding effort through TV spots, online materials, outdoor signage and print ads. Print ads feature celebrity chefs, including Emeril Lagasse, Rachael Ray, Alton Brown and Bobby Flay.
“There are viewers with misconceptions of what Food Network offers in primetime,” said Susie Fogelson, VP-marketing, Food Network, in a statement. “Most feel we offer primarily cooking shows. When they see our actual programming, they are surprised at the variety of shows we have.”
To boost its new “Way More Than Cooking” tagline, Food Network is beefing up its primetime line-up with Behind the Bash on Oct. 26 at 9 p.m., featuring Hollywood caterer Giada De Laurentiis who gives the skinny on food at lavish parties; Sugar Rush, a peek into the dessert world with host Warren Brown, which debuts Oct. 26 at 9:30 p.m.; and Restaurant Makeover, a series on renowned restaurant facelifts on Oct. 25 at 9 p.m.
Doner, Southfield, MI, handles Food Network’s campaign; Media Storm, South Norwalk, CT, handles media planning and buying.
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