Food Network said Thursday that it will launch a new national off-air branding campaign Monday.
The Scripps Networks-owned service said that in its “Way More than Cooking” campaign, celebrity chefs Emeril Lagasse, Rachael Ray, Alton Brown and Bobby Flay appear in spots where they wrap up their day in the Food Network Kitchen, then “break out, going through kitchen doors into a Food Network world filled with adventure, culture, competition, history, travel and other genres that go beyond just cooking.”
“We find that there are viewers with misconceptions of what Food Network offers in primetime -- most feel we offer primarily cooking shows,” vice president of marketing Susie Fogelson said in a prepared statement.
“When they see our actual programming, they are surprised at the variety of shows we have and are very enthusiastic about it,” she added. “We felt that it was time for a perception-shifting campaign.”
Food senior VP of marketing and creative services Michael Smith added, “We think this campaign communicates the breadth of the Food Network experience and provides a compelling reason for people to tune in more often. It positively changes perceptions of the brand from one-dimensional and predictable to a more contemporary, multifaceted network with something for everyone.”