HOUSTON (January 18, 2013 - Globe Newswire)—Sysco, North America's largest foodservice distribution company, announced a multi-platform marketing relationship with the Food Network's "Restaurant: Impossible," and a partnership with the show's host, celebrity chef Robert Irvine.
The multi-level campaign is the first of its kind for Sysco. It will utilize specific Food Network programming and feature assets that relate to how Sysco serves its customers every day. The campaign will include integrated marketing and engagement initiatives to reinforce Sysco's commitment to be its customers' most valued and trusted business partner.
"Launching this unique marketing relationship with the Food Network and Chef Irvine will enhance our ability to strengthen our customer relationships," said Bill DeLaney, president and chief executive officer of Sysco Corporation.
"We believe the strong correlation between Food Network's 'Restaurant: Impossible' and Sysco's far-reaching business will resonate with our audiences," said Karen Grinthal, senior vice president of Advertising Sales, Food Network. "This marketing program we have built with Sysco creates a unique and dynamic platform around a signature Food Network show and chef personality that transform the lives of restaurateurs."
In a recent study, more than 70 percent of Sysco's customers surveyed said that they watch Food Network at least once a week and that it helps them stay on top of trends.
Key components of the Sysco-Food Network multi-level campaign include:
- Media tie-ins, involving formal sponsorship of "Restaurant: Impossible," in-show product integrations and TV commercials;
- Digital integrations, incorporating Food Network, Chef Irvine and Sysco assets on foodnetwork.com, the "Restaurant: Impossible" page on foodnetwork.com, and sysco.com and Sysco's Facebook page and ChefRef app.
- Product promotions, including three, large-scale Sysco customer sweepstakes; and
- Consumer tie-in, including a consumer sweepstakes on foodnetwork.com.
"Partnering with the Food Network is a great fit and an unprecedented journey for Sysco on a number of fronts," said Bill Goetz, Sysco's senior vice president of Marketing. "With our presence in nearly every major U.S. and Canadian market, it provides us with a platform to launch our first national brand campaign and our first network show integration."