Food Network announced Tuesday that it will push its weekly primetime series,
Unwrapped, with considerable marketing support to come from a half-dozen
In addition, Unwrapped will air various themed program segments during
the eight-week promotion period that will conclude July 29.
Kraft Foods Inc.'s Oscar Mayer is the promotion's title sponsor, Food vice
president of marketing Adam Rockmore said, adding that the other participating
sponsors will be AMC Entertainment Inc.'s AMC Theatres, mall developer Mills
Corp., Concord Confections Inc.'s Dubble Bubble, Just Born Inc.'s Zours candies
and Spangler Candy Co.'s Dum Dum lollipops.
During the summer promotion, Food will have 'street teams' giving away
premium items like T-shirts and beach balls, well as the various candy treats,
Rockmore said. Those teams also will lead participants in such activities as
trivia, bubble-gum-blowing, ring-toss, hotdog-eating and ice-cream-stacking
Marc Summers, host of Unwrapped, who just hosted a live event at
Boston's Faneuil Hall June 7, will also host one at New York's South Street
Seaport June 21.
At Mills' mall venues in Baltimore, Chicago, Philadelphia and Los Angeles,
food courts will be filled with table tents and banners, and spots promoting the
stunts will run on nearby TV monitors. In addition, AMC will run the spots in
its movie theaters in 12 markets.
Food will support the promotion with spot cable and radio in 12 markets, as
well, while E.W. Scripps Co. broadcast stations will run spots in six markets,
The network also will take to the skies with aerial banners to be visible to
beachgoers in New York, Los Angeles, Philadelphia, San Francisco and Boston.
Consumers visiting Food's Web site,
moreover, will be able to enter a tie-in sweepstakes, download an
Unwrapped screensaver and play various trivia contests.