Sysco, Food Network join forces
Jan. 22, 2013
by Meat&Poultry Staff
HOUSTON – Sysco Corporation has entered a multi-platform marketing relationship with the Food Network regarding its "Restaurant: Impossible" show and a partnership with celebrity chef Robert Irvine, the show's host.
The first of its kind for Sysco, the multi-level campaign will utilize Food Network programming and feature assets that relate to how Sysco serves its customers. Integrated marketing and engagement initiatives to reinforce Sysco's commitment to be its customers' most valued and trusted business partner will be included in the campaign.
"As the industry leader, we must continue to find new ways to engage with, provide value to and earn the trust of our customers," said Bill DeLaney, president and chief executive officer of Sysco Corporation. "Launching this unique marketing relationship with the Food Network and Chef Irvine will enhance our ability to strengthen our customer relationships by contributing to their success."
"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. The clincher is that it personifies what Sysco does every day."
More than 70 percent of Sysco's customers recently surveyed said 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;
- Consumer tie-in, including a consumer sweepstakes on foodnetwork.com.
Sysco calls itself the global leader in selling, marketing and distributing food products to restaurants, healthcare and educational facilities, lodging establishments and other customers who prepare meals away from home. It operates 185 distribution facilities serving more than 400,000 customers. For the fiscal year 2012 that ended June 30, 2012, the company generated record sales of over $42 billion.