Food Sets Big Push Behind Unwrapped


Food Network announced Monday that it plans major marketing support this
summer behind weekly series Unwrapped.

Campaigns in spot television and radio started running Monday across 15
markets to call attention to "Unwrapped Mondays," a stunt in which two new
episodes of the series will air back-to-back each week throughout the

New York, Los Angeles, Chicago, Philadelphia, Boston and Washington, D.C.,
are a few of the markets on the buy list, according to vice president of
marketing Adam Rockmore.

The network will also promote the stunt on its Web site ( and in Loews Cineplex
Entertainment Corp. movie theaters.

The tongue-in-cheek campaign, which features fictional lives of food icons,
was created by New York-based ad agency Mageotes Fertita + Partners.

On the ad-sales side, Food said Johnsonville Sausage LLC, IHOP Corp.’s
International House of Pancakes and Subaru of America Inc. will be presenting
sponsors on the series throughout the summer, with Kraft Foods Inc.’s Capri Sun
Sport and Verizon Communications as participating sponsors.