February 27, 2004

By: Taylor Kent
Website: http://www.1st-in-steaks.com

Food network's cuisine reigns supreme with 'King of Iron Chefs Tournament' campaign

Food Network will launch a multi-layered marketing campaign on March 31 designed to promote the five week, King of Iron Chefs Tournament stunt beginning Saturday, April 5 at 10:00 PM, ET/PT, it was announced today by Adam Rockmore, Vice President, Marketing for Food Network.

The campaign one of several aimed at repositioning Food Network as a lifestyle and entertainment destination, while also driving tune-in to this special event. The King of Iron Chefs campaign includes television, wild postings, radio spots, promotions and experiential marketing, with the advertising leveraging the sports-like competition of the show. The campaign is slated to run in 11 markets including New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston, Washington DC, Detroit, Seattle, Miami, and Cleveland.

"Margeotes|Fertitta + Partners has created a campaign that is strategic in reach and message, but that doesn't take itself too seriously," said Adam Rockmore, Vice President, Marketing for Food Network. "The 360-degree campaign is crafted to appeal to a wide-range of people who have not considered Food Network to be a source of entertainment beyond cooking shows."

The 30-second television spot features an obviously over-dubbed sports announcer interviewing the Iron Chefs while they ferociously prepare their dishes. The sportscaster, who almost gets a little too close to the culinary action, invites the audience to tune-in and watch Iron Chef battle Iron Chef for the "King of Iron Chefs" title.

In the series of five wildpostings, Iron Chef viewers celebrate their fandom by paying homage to their favorite Iron Chef in unique ways: shaving an Iron Chef's name into the side of his/her head; tattooing the likeness of an Iron Chef onto an ankle; and spelling out S-A-K-A-I in painted letters across the bare chests of five male fans; wearing their name on the back of a sports jersey. The fifth poster provides tune-in information in an event-like graphic fashion.

The media buy is being executed in 11 major markets. TV will run on high profile cable networks in all 11 markets as well as appearing on Food Network. The radio, wildpostings and radio promotions will complement the TV advertising in all markets. Food Network will also launch an experiential marketing campaign with the firm PowerPact, where Iron Chef street teams will play Iron Chef trivia games and give away Iron Chef prizes at local sporting events, bars, and college campuses in the same 11 markets. The effort will be further supported by a bar program, featuring Iron Chef branded glasses and coasters.

Verizon Wireless has signed on as a presenting sponsor for the promotion, while Kraft's A1 Steak Sauce will be a presenting sponsor.

About The Author:

Taylor Kent is a successful author and regular contributor to http://www.1st-in-steaks.com.  Great tips on buying top quality meats, steaks and seafood from the finest ranchers and butchers.