Food Network
Complex communication campaign
With Anna Olson, Food Network’s star chef
Food Network, a television channel of Scripps Networks Interactive (now Discovery), has been present in Hungary since 2015. Momentum has been doing intense communication activities promoting the brand and its current shows. In 2017, Anna Olson, one of the channel’s star pastry chef visited Hungary as part of her European round trip.
The communication challenge and target groups were multiple: to utilize Anna’s presence the most creative ways to make the channel appealing for her fans, current and potential FN viewers, for journalists and bloggers to secure media coverage in key media outlets, and current and potential service provider affiliates to carry the channel.
What we did
We developed a creative, multi-channel communication campaign focusing on all major target groups. Three separate pastry making masterclasses with Anna - for affiliates, for press, and for the public (invitation could be won via quizzes) - were organized.
A stand at Gourmet Festival – the biggest, quality food festival in Budapest - was exhibited for three days (with entertainment elements and merchandize). Anna was baking on main the stage of Gourmet Festival.
Intense media and teaser campaign promoted the event. It included Facebook posts by a partnering pastry shop, customers’ post, quiz with a blogger’s cooperation, two press releases, Facebook quiz where people could win opportunity to cook with Anna. An exclusive press roundtable and interviews were organized for Anna at the festival. In cooperation with a DIY restaurant, Anna’s recipe was featured on the restaurant’s tablets for a month.
Results
52 participants attended the three masterclasses.
100+ people were watching Anna’s stage demo at Gourmet Festival.
1500+ people visited FN’s stand, answered Anna Olson related quiz questions, won FN branded merchandize and received a recipe card.
Anna was baking in one of the most popular TV morning show.
Social media reach: 250,000+ incl. 51,800 people watching live stream video from the restaurant + festival.
During one month, approx. 120 people chose and baked Anna’s cookies by the recipe demonstrated on the partnering DIY restaurant’s tablets, plus 3436 people viewed the recipe video on FN Hungary FB pages.
38 coverage +41 articles appeared re Gourmet Fest mentioning Anna.
A new affiliate contract for Food Network was made after the event.
