Company

Alliance Atlantis Broadcasting

Property

Food Network - Emeril Live!

Background

• • To launch Emeril Live! on Alliance Atlantis’ Food Network Canada
  • To generate revenue beyond standard sale of TV ad spots by creating off-line events and promotions
  • To engage target viewers and consumers

Objectives

• • To showcase Whirlpool Kitchenaid appliances
  • To offer a ‘money-can’t-buy experience’ trade incentive for top retailers
  • To align with a chef with an established following

Marketing Programs Developed

• • Private ‘Meet-and-Eat’ event for top trade partners. Featured an exclusive cooking demonstration and tasting with Emiril LaGasse.
  • TV promotion offering the opportunity for consumers to win tickets to be among the studio audience for the first tapings of the show in Canada (the entire audience was reserved for Whirlpool Kitchenaid). Entry ballots were available at the Whirlpool Kitchenaid areas of selected retailers. Supported by retail POS, plus promotion spots on the Food Network.

Results

• • The initiative resulted in a significant ad buy for the Food Network from Whirlpool Kitchenaid, with a significant-value up-sell based on the off-line events and promotions.
  • Whirlpool Kitchenaid received for more marketing value than a standard TV ad buy could achieve: their brand was aligned with a superstar chef; their trade partners were treated to an exclusive hospitality program; and target consumers were driven to their display areas at key retailers with a unique offer.