To generate buzz, drive tune-in, and help new viewers differentiate Cooking Channel from Food Network, a fully branded food truck visited farmers markets, food and wine festivals, and other high-traffic events in 16 target markets. This engaging, grassroots campaign was the perfect recipe combining two trends - food trucks and artisan ice cream treats - giving consumers a taste of the newest network.
The tour served up more than 37,500 scoops of ice cream and popsicle treats, generating more than 745K event impressions.
Each market had a gourmet ice cream or popsicle partner, offering free frozen treats made of unique, local flavor combinations created exclusively for Cooking Channel. Network stars made appearances to serve guests, sign recipe cards, and pose for pictures with fans.
The traveling food truck provided an ideal opportunity for network Ad Sales teams to deliver sweet treats to advertising agencies and media buyers in select markets.