Selling Americans on French Cooking

ATLANTA A new campaign from Planet Central may help Americans see the French as allies on at least one home front—cooking.

The New York office of the Richmond, Va.-based agency has created a series of television commercials for The French Culinary Institute. The work, which begins airing this week on the Food Network, aims to attract new students to the Manhattan cooking school.

Written by agency creative director Steve St. Clair, the spots seek to position the client as the premier school for culinary instruction.

Three 30-second spots feature well-known chefs such as Jacques Pepin, co-host of PBS’ Cooking With Julia and Jacques, chocoholic pastry specialist Jacques Torres and Dorothy Hamilton, who with husband Douglas owns and operates the 19-year-old institute.

Campaign spending was not disclosed.