G2 to Help Cooking School Break Into Retail

NEW YORK The Culinary Institute of America has tapped Grey Global Group’s G2 Worldwide to develop a campaign aimed at attracting manufacturers of cooking-related products.

A new licensing venture by Broad Street Licensing Group seeks to extend the Hyde Park, N.Y., institute’s reach beyond education and into retail sales. G2, New York, and Broad Street will work together to pair CIA with makers of cooking ingredients and equipment, said Jessica Owen Ward, a G2 representative.

“We’ll be looking for companies that will be able to manufacture a quality product that is worthy of our name,” said Sandy Bartholomew, CIA’s director of marketing. “We’re open to products that would be useful in the food-service industry, as well as consumer products.”

G2 will begin its effort by surveying CIA alumni who hold decision-making positions within the industry. Grads will be asked about the CIA brand and what kind of products they would buy from the institute, said Carole Francesca, president of Broad Street in Montclair, N.J.

G2 will create trade print ads and design logos and packaging, said Francesca.

Francesca said CIA chose G2 in part because Grey Global Group vice chairman and general manager Robert Berenson is on the institute’s board of directors. As a result, the agency had “an innate understanding” of CIA’s identity,” she said.

Campaign spending was not disclosed.