Fox Leisure and Sargento are cooking up a tacky partnership.
Immediately, the Fox Leisure advert gross sales staff introduced that it was teaming up with the cheese firm for the primary time to advertise Sargento’s Pure American Cheese slices as a part of a marketing campaign timed round Nationwide Grilled Cheese Month for April.
The partnership will come to life on the community’s culinary actuality competitors sequence Subsequent Stage Chef starring Gordon Ramsay. The marketing campaign may also embody adverts on Bite of Fox, the corporate’s international meals model and leisure platform that launched in Could 2024. Chunk of Fox homes Fox’s way of life and culinary content material and merchandise.
Katrina Cukaj, evp of promoting gross sales and portfolio advertising and marketing at Fox, mentioned the partnership with Sargento is one which’s been in growth for some time.
“We have been initially speaking about our general meals technique and the concentrate on meals as a robust style as we each love grilled cheese—and meals—usually,” Cukaj informed ADWEEK. “We pitched some fairly concrete alternatives, together with the Chunk of Fox partnership, they usually ended up biting on the thought, so we labored carefully to settle in on the April timing.”
Through the April 3 and April 10 episodes of Subsequent Stage Chef, on-screen graphics will drive viewers to the Chunk of Fox touchdown web page the place they are going to have the ability to discover customized, shoppable recipes, together with educational movies for a roasted garlic and tomato grilled cheese and sesame miso grilled cheese made with the Sargento cheese slices.
The continued rise of shoppable content material on TV
Based on a current eMarketer and Shopsense AI study, there was 76.4 million U.S. media patrons who bought shoppable adverts in 2024. That quantity is anticipated to develop to 79.5 million this 12 months. The analysis additionally discovered that 63% of customers discover new manufacturers or merchandise by TV content material. In the meantime, 40% are projected to extend their TV-inspired spending over the subsequent 12 months, whereas roughly 33% anticipate to spend the identical quantity.
Fox isn’t the one media model making its content material shoppable. Media manufacturers like New York Times Cooking, Hearst Magazines, and BuzzFeed’s Tasty have additionally gotten into the area. And NBCUniversal used shoppable content material with its TV programming through the Paris 2024 Summer time Olympic Video games.
In one other instance, Marc Lore-backed Marvel just lately acquired Tastemade for a reported $90 million to construct out an advert community.
