The Food Network is attempting to whet the appetites of its current audience as well as draw new viewers to the table with a new look and attitude. The rebrand will be served up Tuesday, Sept. 6 and will include revamped on-air branding elements and a new logo. The new look was deemed a good idea in light of a programming shift from an instructional bent to an entertainment and lifestyle thrust.
The circular logo has a vibrant red (cherry tomato) inner circle. ‘Food’ appears in a white font within the circle. On-air versions of the new logo also appear in a light green (snow pea) and orange (pumpkin).
The saucier Food Net will be reflected in an on-air campaign that includes three new 30- and 15-second image spots. One has a female guest at an upscale dinner party fixing her broken dress strap with a piece of spaghetti.
There will also be an extensive print campaign debuting Sept. 5 in Toronto and Sept. 19 in Vancouver, Calgary, Edmonton and Winnipeg. Sherida German, director of marketing at Food Network, says elements include radio, billboards, subway and GO train interiors as well as newspaper and such magazines as Chatelaine and Elle. While she can’t reveal the total spend, she says: ‘It’s definitely the biggest fall campaign we’ve done to date.’
The net’s Web site, Foodtv.ca, will re-launch in mid-October with new content to complement the new on-air look. On-air and online creative were created in-house while the rest was developed by FCB Toronto in conjunction with Food parentco Alliance Atlantis.
