Food Network to promote bolder look
By Adnews Staff
Alliance Atlantis specialty channel Food Network is preparing to promote an update to its on-air branding elements and new logo. The modified look will debut on Sept. 6. New bumpers, station IDs, backplates, menuframes and promos have been created in an effort to portray the channel as "saucier, bolder and riskier." Three 30- and 15-second promotional ads have also been created. In one, a woman at a dinner party repairs her dress strap with a piece of spaghetti. In another, a woman comes to a party in a dress made of food. In the third, a man in a dark alley secretly buys some truffles. "Over the past few years, Food Network's primetime schedule has evolved from an instructional oriented destination, to the home of compelling entertainment and lifestyle programming," said Sherida German, marketing director at Alliance Atlantis. "The new look was developed to celebrate the kind of programming viewers can find on the network. We are confident that our updated branding elements will resonate with our occasional viewers." Food Network will break a new marketing campaign on Sept. 5 in Toronto and Sept. 19 in Vancouver, Calgary, Edmonton and Winnipeg. The effort will use the new look to present the channel as provocative, sensuous and surprising. In addition, the Foodtv.ca website will relaunch in October to match the new visual style. The new on-air materials were created by the Alliance Atlantis Creative Services and Marketing staff. The online work is being handled by the Alliance Atlantis Interactive staff. Print creative for the ad campaign was developed by FCB Toronto.