Mediaweek says Food Network is launching a $3 million, three-week multimedia marketing campaign starting Friday aimed directly at its core audience: women. More specifically, women 25 to 54 with an upscale lifestyle. The network is introducing its two newest personalities, Aida Mollenkamp and Sunny Anderson, via spots featuring the daytime cooking hosts to run on Food Network as well as female-friendly networks Oxygen and VH1. The campaign eventually will permeate every medium with print, radio and online ads already lined up. Even out-of-home marketing tactics will be utilized, which explains that specially branded “Ask Aida” grocery cart.
—Christopher Perez