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Iris Dorbian
Winner: Gourmet Magazine – Gourmet’s Diary of a Foodie
To bring new life to Gourmet magazine’s mission to educate consumers about food from a global perspective—where it comes from and how you can cook these international finds at home—the brand launched its public television show, Gourmet’s Diary of a Foodie. The show, currently in its third season (as of January 2009), further entertains and informs its target audience of bons vivants by providing content to other platforms (i.e. print, online).
For the second season, which premiered in January 2008, multiple components comprised the multi-channel initiative surrounding the TV show. They included editorial mentions in Gourmet magazine; a robust Web site featuring an episode guide; custom podcasts featuring content from the series; full-page ads in Gourmet and sister Condé Nast publications, such as The New Yorker, Vogue and Cookie; and targeted e-mail blasts to subscribers in key markets and online promotion via GourmetScoop.com.
Key sponsor TIAA-CREF ran two commercial spots airing at both the beginning and end of each program during the 2008 season. All episodes were previewed and later streamed on Diaryofafoodie.com, a Web site created to support Gourmet’s Diary of a Foodie. Gourmet.com also ran an online ad from TIAA-CREF to promote the show.
Awards Season
Since its debut, Gourmet’s Diary of a Foodie has received a lion’s share of laurels. Among them been four Emmy Award nominations, including one for Outstanding Culinary Program; it has also received two James Beard Foundation Awards for Outstanding Food Series. TIAA-CREF has become a major advertiser in Gourmet magazine as a result of the success of the TV show. Season 2 reached 655,000 households each week.
Honorable Mentions:
American Express Publishing and Time Inc. – Travel + Leisure City Guides for Infiniti: American Express Publishing and Time Inc. Corporate Sales & Marketing teamed up in February 2008 to produce Travel + Leisure City Guides, a fully integrated marketing program to elevate brand awareness and maximize profits for shared advertising partner Infiniti. Thanks to advertising content on CNN networks, TravelandLeisure.com, CNN.com, an online sweepstakes and other promotions, Travel + Leisure City Guides contributed to a huge jolt in brand awareness.
Hearst – Sears: ReImagine You: To promote its spring 2008 consumer messaging, Sears called upon Hearst for a co-marketing partnership. In what would be the largest single program ever executed by Hearst, the company developed a 36-page supplement, with an inset card titled “ReImagine You,” which was distributed to the subscribers of nine of its magazines and 2 million Sears shoppers.
Starcom USA – Rice Crispies "Childhood is Calling": To fulfill its goal of reemerging as one of the leading brands in the cereal isle, Kellogg’s Rice Krispies partnered with Disney to inspire moms to purchase Rice Krispies with a multimedia connection that would help moms rediscover childhood memories through their children. After utilizing print publications Family Fun and Wondertime with customized four-page quarterly inserts, and further extending its message on Radio Disney, the brand saw a 10% sales increase in the first year of the partnership, and a 7% increase in the second.
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