Just in time for Thanksgiving - also known as the Super Bowl of Cooking - Mekanism is launching its latest work for Discovery’s recently launched first-of-its-kind app, Food Network Kitchen. The subscription service is the company's biggest direct-to-consumer streaming play to date. It will bring daily live and on-demand interactive cooking classes and videos from big name Food Network chefs like Bobby Flay, Ina Garten, Sunny Anderson, Dan Langan, and Guy Fieri to all streaming devices, plus a landmark collaboration with Amazon for voice integration on all Amazon devices. The new app and programming shifts the traditional experience of passively watching a cooking show and actually engages people in an active cooking experience.
While our love for food is exploding, our love for cooking is lagging behind - only 10% of consumers love to cook, while 45% hate it and 45% are lukewarm about it, according to HBR. Informed by that key insight, the campaign titled 'The Kitchen is Alive' aims to inspire people to engage with their food, explore the possibilities and potential of every meal, bite, dash, pinch, saute and experience how accomplished cooking makes them feel.
The spot will be supported with paid media dollars by Discovery across multiple properties including TV, Digital, social and OOH. In addition to the paid media, Discovery will employ its full arsenal of Discovery properties to further reach to consumers.