Food Network appoints Holler for digital ad campaign for new Andy Bates series
Food Network UK is working with Holler to create an integrated digital marketing campaign in the run up to the new series of Andy Bates American Street Feasts.
The fifteen part series shows Bates travelling America to find the best street food, and part of the promotion has included the show partnering with street food vendors based across the country to create an interactive ‘Stweet Food Map’, hosted on foodnetwork.co.uk.
The vendors will be provided with a branded point of sale pack, encouraging customers to tweet a picture and description of their food using hashtag #StreetFeastsUSA to be entered into a competition to win a free lunch, with 20 free lunched available over the course of a week.
Participating vendors will also receive advertising on the Food Network UK Facebook page and mentions across Food Network UK social channels.
Kate Bradshaw, head of digital at Food Network UK, said: “Food Network UK was the first channel to uncover and showcase street food as a genre, with Andy Bates a great example of the authentic, grass-roots talent unearthed by the channel. Ahead of Andy’s brilliant new American Street Feasts series, we decided that an innovative, digital campaign targeting street food enthusiasts and key influencers was the best way to create a buzz on and offline before the first episode on 8th October. Holler’s campaign maximises Food Network UK’s social networks and digital platforms and will help extend the reach of the series, and the Food Network brand, to new audiences.”
The digital campaign also includes a crowd-sourced element, with food and lifestyle bloggers to encourage their followers to submit their choices for the ‘Top 100 Street Food Stalls in the UK’ by visiting the interactive map on the Food Network website.
Adam Clarkson, business director at Holler, added: "Our aim was to leverage the brand's digital and social platforms to shed as much light on Andy Bates’ new American Street Feasts series as possible, while at the same time driving awareness of Food Network UK and their raft of excellent programming. With our campaign we're connecting the man on the ground with local UK vendors and in turn, these vendors with their fellow street sellers across the Atlantic. By building a stunning interactive experience that harnesses the power of social, we hope to bring our target audience into the series and closer to Food Network UK."
Content created with:
Holler Digital
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