More than just a scratch-my-back I’ll-scratch-yours agreement, the partnering of T.G.I. Friday’s with the Food Network’s new Ultimate Recipe Showdown is the tip of the iceberg. And according to Multichannel it’s part of Scripp’s Network “360 degree” marketing.

Scripps, you may or may not know, is the parent media giant of which the Food Network channel is a part of. Along with the TGIF tie in. Food Network is also doing one with Ingrid Hoffman, host of FN’s single Latin-oriented cooking show Simply Delicioso who is cobranding with Frito-Lay. Or as Multichannel calls it: “finds herself on 150 million bags of Tostito tortilla chips”.

Hmm, no mention of their Christmas cookware promotion with Kohl’s. Guess that’s old news.

{01 Mar 2008}