HSN Thursday unveiled its multi-year partnership with Kraft Foods, the world’s No. 2 food company, in a deal that marks the home shopping network’s first alliance with a consumer products company.
“The program will combine innovative content and commerce across multiple platforms and will allow consumers to purchase HSN cooking products on Kraftfoods.com’s recipe pages while enabling them to access Kraft Foods content on HSN.com and other HSN distribution channels,” the press release says. “The initiative is designed to offer people compelling food ideas, quality cookware products and a richer experience in the kitchen.”
Starting next Tuesday, the Kraft Store on Kraftfoods.com will be “powered by HSN” and will showcase HSN cooking-related products from its experts such as Todd English, Wolfgang Puck and Emeril Lagasse. HSN.com will soon start integrating Kraft Foods recipes on product pages in the kitchen category.
Other plans include featuring Kraft Foods products in HSN programming; developing cooking video that connects Kraft Foods recipe content with key HSN products for the kitchen and leveraging the video across multiple platforms. The partnership is also leveraging the Kraft Foods portfolio, with a number of power brands developing innovative multiplatform marketing programs with HSN:
HSN’s marketing guru, Bill Brand, had this to say about the pact.
“This partnership further deepens the relationship with our customers by providing them more of what they love about HSN — great experiences and great brands,” said Brand, HSN’S EVP of marketing, programming and business Development for HSN. “We are also excited to introduce new customers to HSN through this initiative while reinforcing our leadership position in the kitchen category.”
Kraft Foods and HSN plan to leverage all of their distribution channels to reach their combined consumer bases. Kraftfoods.com is one of the Top 20 Consumer Products Goods Company food and cooking sites. HSN is available in about 96 million homes. HSN.com Top 10-trafficked e-commerce site that attracts roughly 250,000 unique users every day.
“This partnership is truly unique as it led us to the development of a groundbreaking business model, marrying highly relevant content with interactive shopping and creating multimedia platforms for new product launches,” Julie Fleischer, director of Consumer Relationship Marketing Content Strategy and Integration at Kraft Foods, said in a canned statement. “It will enable us to expand and deepen our consumer engagement with exclusive recipes and brand programs.”
This Saturday Philadelphia Cooking Creme, one of Kraft Foods’ biggest product launches this year, will partner with English (quite the ladie’s man) and HSN for a “unique multi-channel social experience.”
English will appear LIVE on HSN at 6 p.m. and 10 p.m. showcasing his GreenPan, cookware as well as cooking recipes featuring Philadelphia Cooking Creme.
On the same day, more than 10,000 homes across the country — a record number for an event coordinated by the company House Party — will be hosting a “Philly Dinnertime Dilemma House Party.”
English will also be chatting llive with home cooks via SKYPE. Let’s hope his ex-fiancee, who he left at the altar, doesn’t call in.
In addiiton, Maxwell House International and HSN have combined for a year-long partnership that integrates Maxwell House International into HSN programming, HSN.com and multi-channel interactive games.
HSN consumers will be encouraged to take a moment in their day to enjoy a cup of Maxwell House International coffee while shopping on HSN. Good luck with that.
During the month of March – International Women’s Month – Maxwell House International will sponsor an interactive game on HSN.com that offers HSN customers the opportunity to win HSN and Maxwell House International coupons and prizes.