FOOD NETWORK | Parham Santana

A beloved TV network had singlehandedly captured America’s love affair with food. When Food Network came to the conclusion that passion equals potential, they decided to extend their on-air brand to the shelf, at a dynamic mid-tier leader, Kohl’s.

Food Network then selected Parham Santana to do the job. Show us, they said, how we can best bring Food Network to life at Kohl’s.

Before we advised any leaping, we knew it was time to look through the lens of a category audit. We found that the food-related aisles at Kohl’s were all very factual; no brand spoke in a human voice; no brand used people photos; no brand owned the color green.

Aha!
Infuse Food Network offerings at Kohl’s with the quintessentially human touch that’s currently missing at the store, and which Food Network can abundantly provide: passion for food.

Power Positioning
FOOD NETWORK IS PASSION FOR FOOD

Benefits
Powered by Passion, Food Network at Kohl’s proves a success—the dominant position in Kohl’s housewares department and an umbrella brand for the entire housewares business.

Valuable take-away
The retail environment talks, if brands will only listen.