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Man Crafted


McCormick + Food Network

Overview

McCormick wanted to reach a younger audience, especially Millennial men, so we created the digital series Man Crafted to do just that. Over eight episodes, Chef James Briscione travels the country meeting men who are making waves in the food world. From urban farmers to open-flame cooking enthusiasts, each episode follows James as he dives into their world, learning what drives their passion. Together, they whip up dishes inspired by these unique experiences, with McCormick spices playing a key role in bringing out delicious flavors.

Objectives

  • Capitalize on the trend of Millennial men spending more time in the kitchen.
  • Refresh McCormick’s image from an old-fashioned spice brand to a modern staple for innovative cooking.
  • Highlight the versatility and importance of McCormick spices in creative custom recipes.

    • Strategy and Execution

    In addition to the Man Crafted series, we extended the campaign's reach through short-form TV spots, custom recipes, social recipe videos, and influencer collaborations. Content was distributed across multiple platforms including Food Network Linear, OTT, Facebook, Instagram, Snapchat, Twitter, and Pinterest.

    Results

    Man Crafted garnered over 66 million video views, significantly boosting Food Network’s social and O&O video views in the first two quarters of 2017 while helping McCormick appeal to a new generation of foodies. Man Crafted won in the "Best Branded Content/Content Marketing Series, Food" category at the Cynopsis Short Form Video Festival in March 2018.

    Man Crafted Episode 7: Firehouse Thanksgiving

    Chef James Briscione celebrates Thanksgiving with a group of firefighters in Bloomfield, NJ, showing them how to pull together a spicy feast. 

    Mix It Up with Cointreau


    Cointreau + Food Network

    Overview

    In 2020, we were all spending more time at home and DIY drinks were never more relevant. Cointreau wanted capitalize on this home bartending trend to reach their target audience and solidify their status as the iconic orange liqueur. To help them achieve this, we launched the "Mix It Up with Cointreau" integrated campaign and created the Cointreau Cocktail Hour — the ultimate destination for shaking up cocktails at home.

    Objectives

  • Increase awareness and relevance of Cointreau as a key ingredient in classic cocktails.
  • Recruit customers and increase engagement among existing ones through the Cointreau Cocktail Hour initiative.
  • Encourage the target demo to explore both timeless Cointreau classics and innovative new recipes at home.

    • Strategy and Execution

    The campaign included six Cointreau cocktail video tutorials, photography, recipes, Instagram stories, and editorial galleries featuring Cointreau. We tied the creative elements together on Food Network’s site with a dedicated online hub, and amplified content on social media, direct-to-consumer platforms, and TVE platforms.

    Results

    The campaign garnered more than 424K page views of sponsored site content, 5.5 million social video views, 11 million other social impressions, 120K social engagements, and drove significant lifts in favorability for Cointreau. (It also earned us a spot on Pressboard Media's Top 100 Branded Content Partnerships of 2020 list.)

    The Giveback


    Best Buy + Food Network & HGTV

    Overview

    As people were spending more time at home and seeking ways to stay connected in 2020 and 2021, Best Buy recognized a chance to highlight their Home Expert service to a tech-savvy audience eager to upgrade their living spaces. To make this happen, HGTV and Food Network teamed up to launch The Giveback — a digital-first initiative featuring videos of network talent surprising their deserving loved ones (from family and friends fighting on the front lines to those whose businesses were affected by COVID) with tech solutions curated by Best Buy’s Home Experts.

    Objectives

  • Increase awareness of the Best Buy Home Expert service by emphasizing its ability to handle all customer needs, from product recommendations to installation. 
  • Reach and inspire the target demographic (“high touch tech fans”) with engaging content that shows off the knowledge of Best Buy Home Experts.
  • Feature HGTV and Food Network talent in content that aligns with key seasonal themes, such as Holiday Entertaining and Healthy Home.

    • Strategy and Execution

    We implemented a multi-channel distribution strategy that included social media, TVE cutdowns across the Discovery portfolio, interactive ad units on HGTV and Food Network sites, talent promotion on their personal Instagram accounts, and Best Buy email marketing featuring talent.

    Results

    "The Giveback" campaign achieved significant success with 14.7 million+ impressions of integrated social content, 9.7 million+ TVE video impressions, 1 million+ interactive site ad impressions, and 57,000+ link clicks from social videos to BestBuy.com. The campaign elevated Best Buy’s Home Expert service, demonstrating its ability to provide personalized tech solutions to a wide audience.

    Using Format