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UPWORTHY Case Study

We partnered with Food Network to develop a new 360 content experience across linear, digital and print platforms for all of Scripps Networks, delivering entertaining advertiser-driven storytelling for the culinary audience.

We started with an idea, which turned into a pitch and an upfront sizzle to support Food Network’s Ad Sales team in marketing the franchise to potential sponsors. Then, we developed, built, and helped launch one of Food Network’s biggest activations – the first-ever Fantasy Kitchen GiveawayWe spearheaded months of shooting across many internal/external teams, resulting in tons of content with Food Network talent and digital influencers showing off the prized kitchen. We also produced the main promotional campaign featuring Scott and Shea revealing the space to excite viewers and a series of custom sponsored vignettes for American Standard, BISSELL, and Culligan that ran throughout the campaign on-air and on VOD.

We developed, built, and helped launch one of Food Network’s biggest activations – the first-ever Fantasy Kitchen Giveaway.

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

We collaborated with chef Scott Conant and designer Shea McGee to dream up the ultimate chef’s kitchen filled with state-of-the-art appliances and finishes. Our team oversaw the entire build process, ensuring the Fantasy Kitchen was as flawlessly beautiful as it was functional.

We also helped manage the standing set to facilitate many production crews, talent, network executives, and sponsor visits over the course of three months.

SPONSORED 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.

Sweeps

American Standard

BISSELL

Culligan

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SWEEPS

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.

MEASURING SUCCESS

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.

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