KITCHEN AID + FOOD NETWORK Case Study
We partnered with Food Network to offer KitchenAid a unique multi-screen platform to promote their new line of Black Stainless Steel appliances. To reach Food’s engaged fans, we created an exciting sweepstakes opportunity that challenged viewers to submit their best apple recipes for the chance to win a brand new suite of KitchenAid products and compete on television in a real cooking competition.
After working on many Scripps home giveaway campaigns for HGTV, we helped Food Network develop a new tentpole content experience of their own, spanning linear, digital, social and print platforms, and delivering entertaining advertiser-driven storytelling for the culinary audience.
Logistics
BARK BARK worked alongside Food Network to design and build a custom competition kitchen set in New York City outfitted with KitchenAid’s premium line of Black Stainless Steel appliances, where we shot all of the content for on-air and digital and where four contestants eventually cooked for the grand prize.
PART I: SWEEPSTAKES
For the first stage of this integration, we created custom call-to-action and recipe demo vignettes featuring restaurateur and chef Geoffrey Zakarian to encourage viewers on-air and online to enter the sweepstakes and share their best apple recipes across social platforms.
PART II: COMPETITION
But in the end, it came down to four competitors from around the country. We then worked to rebuild the kitchen a few months later and secure all of the specialty ingredients and cooking equipment for the competitors to recreate their unique dishes, while also coming up with clever ways to set up and shoot this four person contest in a kitchen stocked with KitchenAid appliances, albeit only one cooktop and limited counter space.
MEASURING SUCCESS
The Apple Challenge was the most successful digital submission campaign for both Food Network and KitchenAid. Ever. Garnering thousands of recipe submissions and extended buzz across social platforms.
