KOHLS + FOOD NETWORK Case Study
Create a year-long campaign that highlights Kohl’s priority products and positions them as the go-to place for entertaining during any season, inspiring Food Network’s audience across linear, Snapchat, and print.
We continued our partnership with Food Network and Kohl’s, getting viewers into the holiday spirit with more recipes and Snaps.
After a successful integration for spring and summer, Kohl’s and Food Network returned for more custom content highlighting their co-branded products during Thanksgiving and Christmas.
The execution involved 5 on-air spots and 15 unique snapchat ads rolled out during Spring, Summer, Fall, and Winter, filled with delicious recipes and tips from brunches and outdoor barbecues to Thanksgiving turkeys and holiday treats. We also made sure everything was Kohl’s top to bottom with different wardrobe, decor, and serveware for each season.
To get it all done, we split up the on-air and Snapchat pieces between two crews on set, shooting simultaneously with an array of tools for maximum efficiency and content.
We took an elevated approach for the custom sponsor vignettes that showcased the best the Fantasy Kitchen has to offer by imagining the kitchen as a stage for fantastical performances.
- For American Standard, we made their Touchless Faucet the star to bring a tasteful dish to life.
- For BISSELL, we featured their CrossWave saving the day by cleaning up an unexpected spill during our aspiring pizzaiolo’s fast-paced performance.
- For Culligan, we highlighted the culinary benefits of having filtered water at your fingertips when cooking up a gourmet meal in the Fantasy Kitchen.
For the sweepstakes campaign, we activated viewers across all Scripps networks with a series of content pieces featuring Scott and Shea putting the Fantasy Kitchen through the paces – showcasing all top-of-the-line features while encouraging fans to enter online.
On-air spots were accompanied by Facebook Live, social videos, and integrated segments of The Kitchen.
Viewers first learned about Food Network’s Fantasy Kitchen through a custom spread in Food Network magazine, followed by on-air promos, talent posts, InstaStories, Facebook Live, custom social videos, interactive articles, and shoppable experiences online.
The results of the inaugural Fantasy Kitchen speak for themselves, tallying up over 25MM Sweeps Entries, 130MM Content Views including 18MM social video plays and 110.8MM page views.