Ramey Mixes Messages for Cooking Schools

ATLANTA A spot promoting the Viking Culinary Arts Center broke this month on the Food Network. The commercial, from The Ramey Agency in Jackson, Miss., will air in Atlanta, Memphis and Nashville, Tenn., and New York, where Viking has established its cooking schools.

A subsidiary of Viking Range Corp. in Greenwood, Miss., the schools offer an array of classes for children, teenagers and adults. The facilities also serve as retail outlets for Viking and other kitchen products.

Ramey needed to blend the centers’ educational and retail messages. “It had to do more than present glamorous product shots,” said Joe Sherman, president and CEO of VCAC.

The 30-second spot, dubbed “Calamity Cook,” pokes fun at romantics who think the best way to a girl’s heart is through her stomach.

“We found that consumers thought of Viking Culinary Arts Centers as cooking classrooms, where students can learn the secrets and skills of master chefs,” said Sherman.

The spot’s levity, according to the agency, diffuses fears amateur chefs might have about not being good enough to attend Viking’s culinary arts centers.