NEW YORK: FoodNetwork.com is using traditional and social media to promote its Thanksgiving recipes and online content for this year - content that is significantly increased from years past.
Kristin Alm, corporate communications manager for parent company Scripps Networks, called it "the largest package that this site or any of our sites have ever done."
"Thanksgiving is the pinnacle food holiday," she said, and the new content on the site this year includes more recipes, videos, contests, and more from Food Network talent like Alton Brown and Ina Garten. The PR team, which works with Scripps Networks Digital's AOR Dera, Roslan & Campion, is targeting food writers at newspapers and blogs to spread the word that FoodNetwork.com is a one-stop shop for Thanksgiving.
"The thing that distinguishes Food Network and really sets the brand apart is the talent, the trusted resource," Alm said of the messaging of the campaign. Food Network also worked with Electric Artists, a digital marketing agency, on digital aspects of the campaign.
Jeffrey Kissinger, VP of interactive marketing for Scripps Networks, said the interactive team did research into search habits of FoodNetwork.com visitors, coming up with a plan to promote four different courses—appetizers, desserts, turkey, and side dishes—corresponding to the times people search for them the most during the month. Alm added that the PR team followed that plan as well with its news releases.
"Our social media focus really is Facebook and Twitter," Kissinger said. "It's an audience that is very engaged and talking about what we put out. So we're really focused on not just putting out recipes, but also creating a conversation around Thanksgiving."