Doner Gets Cooking for Food Network

CHICAGO Doner positions the Food Network as a place that’s about the whole food experience, not merely preparation, in a new campaign from the independent shop.

The campaign, which includes television and print ads, introduces a new tagline, “Way more than cooking.” In the television spots, celebrity chefs Emeril Lagasse, Rachael Ray, Alton Brown and Bobby Flay finish their work in the kitchen and then burst through the doors to show another side of the Food Network. People are seen snorkeling, eating at a fine-dining restaurant and having fun in Las Vegas. “There are shows about food you never thought you’d find on Food Network,” says a voiceover.

“We think this campaign communicates the breadth of the Food Network experience and provides a compelling reason for people to tune in more often,” said Michael Smith, vice president of marketing and creative services for the cable network, in a statement. “It postitively changes the perceptions of the brand from one-dimensional and predictable to a more contemporary, multi-faceted network with something for everyone.”

Print ads continue the theme, each showing a genre such as adventure, culture, competition. One ad, for example, shows a scuba diver grabbing a spiny lobster off the ocean floor.

The ads will appear on entertainment and lifestyle channels like Discovery Network; E!, TLC, Travel cable networks and in print publications such as Entertainment Weekly and People.

Spending was not disclosed. When the Southfield, Mich., agency won the account in June, billings were estimated at $5-10 million.