Food Network is taking to the streets, malls and theaters this summer to back its primetime series Unwrapped.
In addition, Unwrapped, a trivia show unveiling secrets about cult culinary classics, 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, said Food vice president of marketing Adam Rockmore.
Other sponsors backing the promotion include 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, according to Rockmore.
During the summer promotion, Food will enlist 'street teams' to give away premiums like T-shirts and beach balls, as well as the various candy treats, Rockmore said. Those teams also will lead participants in such activities as bubble-gum-blowing and hot-dog-eating contests.
host Marc Summers, who just emceed a live event at Boston's Faneuil Hall June 7, will also lead 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, banners and TV monitors running promotional spots. In addition, AMC will run the spots prior to film screenings in its movie theaters in 12 markets.
Food will support the promotion with spot cable and radio ads in a dozen areas, while E.W. Scripps Co. broadcast stations will run spots in six markets, Rockmore said.