Building on a successful long-term relationship, Food Network and Lexus have partnered to produce a one-hour holiday special episode of Food Network’s popular Restaurant Impossible, the first course of an expanded multi-platform sponsorship that encompasses on-air, print, online and social media.
Holiday Impossible will air Dec. 9 at 10 p.m. ET and will feature chefs Michael Chiarello and Michelle Bernstein, members of the Lexus Culinary Masters, a team of celebrity chefs who serve as brand ambassadors to engage Lexus customers with programs and charitable outreach.
The episode is based in Joplin, Mo., a community ravaged by deadly tornadoes in May 2011. Since then, nearly 85,000 registered volunteers have provided more than 420,000 hours of community service in Joplin without formal recognition. Together, chefs Robert Irvine, Bernstein and Chiarello help the Joplin Boys & Girls Club create a grand thank-you meal for 1,000 volunteers and friends. Lexus and Lexus Financial Services will present a sizeable donation to the club, and Food Network viewers will have an opportunity to participate via a “text2give” campaign leading up to and during the episode.
Going forward, Lexus vehicles will be integrated into Seasons 5 and 6 of Restaurant Impossible. The campaign also will include content in Food Network Magazine, a series of web videos on FoodNetwork.com and cross-promotion both on-air and online.
“Lexus has been a great partner with us at Food Network. Stepping into new territory as a content partner enables Lexus to tap into an even broader range of tools and capabilities to reach the affluent, engaged consumer Lexus wants to attract,” said Karen Grinthal, senior vice president of ad sales, Food Network and Cooking Channel.
“Lexus, in partnership with Food Network and the Restaurant Impossible franchise, have created a unique holiday special,” said Teri Hill, Lexus media manager. “This collaboration not only appeals to upscale, culinary-minded people, but also provides viewers with a tangible way to get involved and help a much needed community during the holiday season.”
FOOD NETWORK (www.foodnetwork.com) is a unique lifestyle network, website and magazine that connects viewers to the power and joy of food. The network strives to be viewers’ best friend in food and is committed to leading by teaching, inspiring and empowering through its talent and expertise. Food Network is distributed to more than 100 million U.S. households and averages more than 9.9 million unique web users monthly. Since launching in 2009, Food Network Magazine has tripled its rate base and delivers a circulation of 1.25 million. Headquartered in New York, Food Network has a growing international presence with programming in more than 150 countries, including 24 hour networks in Great Britain, India, Asia and Africa. Scripps Networks Interactive (NYSE: SNI), which also owns and operates Cooking Channel (www.cookingchanneltv.com), DIY Network (www.diynetwork.com), Great American Country (www.gactv.com), HGTV (www.hgtv.com), and Travel Channel (www.travelchannel.com), is the manager and general partner.
Since its debut in 1989, Lexus has earned a reputation for high-quality products and exemplary customer service from its 231 dealers. Lexus is the luxury hybrid leader, offering five hybrids that provide the best in innovative technology and first-class luxury. When it began, Lexus offered two models of vehicles. Now, more than 20 years later, Lexus offers variations of 10 vehicles, from the sporty CT 200h hybrid to the V10 supercar, the LFA.