Kraft whips up What’s Cooking for the masses

Kraft is further developing its CRM program with a new cooking show that aims to reach guys too, and there’s room for brand partners in the mix.

This weekend Kraft is launching a television show on Citytv called What’s Cooking, an extension of the brand’s recipe-loaded website and magazine of the same name. Hosted by former MuchMoreMusic host Richard Cazeau, Second City alumni Jack Hourigan, and Cordon Bleu Culinary Institute graduate Warren Assaly, the 30-minute program will air Saturdays at 7 p.m. and feature three recipes per show.

‘We will be driving to online – all of the recipes will be housed there. There will be streamed video as well, and you’ll be able to download the show [so] if you can’t watch it in its scheduled time, you can watch it at your convenience,’ says Sandra Cifersons, director of media at Kraft Canada.

While one of the goals of the sponsored show, arranged by MediaVest, is to increase traffic to the website and expand Kraft’s CRM program, Cifersons says the main goal is to reach consumers trhough yet another medium. With episodes like ‘Boys’ Night’ and ‘Cooking with Kids,’ Kraft will also be able to speak to sub-targets beyond the core demographic of women 25-to-54 with kids at home, Cifersons tells MiC.

A single brand will be featured in each recipe presented on the show, for a total of three brands per week. ‘It is not an infomercial, it’s regular programming,’ says Cifersons. But the show is also open to ancillary kitchen products and appliance brands who may want to get involved.

This is Kraft’s third stab at television in English Canada – the brand hosted one-hour specials on the Food Network, and had a half-hour series on the W Network. But it wanted the reach of conventional television, says Cifersons. The brand has a successful Quebec model to work from  – a  TV show Quest-ce qui Mijote has been on TVA for five years.

‘When we first did the Food Network, basically we brought the magazine to life. That was the initial genesis,’ Cifersons says. ‘We realized the high water mark is to be able to communicate on a weekly basis, and this Rogers opportunity is not only weekly, but through the VOD opportunity the consumer can access it at any time they want,’ she tells MiC.