We partnered with Food Network to develop a new 360˚ content experience across all linear, digital and print platforms of Scripps Networks, delivering an entertaining advertiser-driven story for the culinary audience.
Then, we developed, built, and helped launch one of Food Network’s biggest activations – the first-ever Fantasy Kitchen Giveaway. We 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 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.
- 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.
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.
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.
After helping Food Network launch the first-ever Fantasy Kitchen, we joined forces again to create a brand new giveaway campaign hosted by Scott Conant. We took viewers on a trip through the decades to highlight all the features and amenities they need to turn their kitchens from outdated to updated, while Scott cooked up some of his favorite dishes in the brand new Fantasy Kitchen designed by Tiffany Brooks. In addition to the promos and billboards featuring products from GE, Cabinets to Go, and Talon Flooring, we also produced a custom vignette for American Standard showcasing a home cook using their smart faucet technology to live out her culinary fantasy.