Food Network said it will launch “one of its largest, most comprehensive marketing campaigns ever” to back new series Iron Chef America.
Iron Chef America is set to debut Sunday at 9 p.m. (EST/PST).
Cadbury Schwepps plc’s Snapple subsidiary has signed on as a presenting sponsor for the series.
Food will make local and national buys on both broadcast and cable, on broadcast shows including Today and The Late Show with David Letterman and on cable networks including VH1, Comedy Central, Turner Network Television and TBS.
The network will also add spot-radio buys and promotion partnerships in 20 markets, including San Francisco; Portland, Ore.; Las Vegas; Chicago; Seattle; and Detroit.
And Food will make one-page buys in weekly magazines such as People and TV Guide.
Finally, the network has teamed up with GoldPocket Interactive to allow users to sign on to its Web page (www.foodtv.com) while watching the show to vote on winners and to judge the chefs. Users can also text-message their votes and receive Iron Chef America updates on their cell phones
“This campaign utilizes almost every network resource, from interactive cell-phone activity with FoodNetwork.com to one of our largest advertising initiatives to date featuring both traditional and new types of media,” Food senior vice president of marketing and creative services Lynn Brindell said in a prepared statement.