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National foodservice distributor Sysco Corp. (NYSE: SYY), Houston, TX, has announced a multi-platform marketing relationship with the Food Network and it’s show “Restaurant: Impossible,” as well as the show’s host, celebrity chef Robert Irvine.
The campaign is the first of its kind for Sysco, which reported that in a survey it found that more than 70 percent of its customers watch Food Network at least once a week and that the network helps them stay on top of trends.
“As the industry leader, we must continue to find new ways to engage with, provide value to and earn the trust of our customers,” said Bill DeLaney, president and CEO of Sysco.
The campaign will include media tie-ins, including formal sponsorship of “Restaurant: Impossible,” in-show product integrations and TV commercials; digital integrations on foodnetwork.com and sysco.com, as well as on social media and apps; product promotions, including three Sysco customer sweepstakes; and consumer tie-ins, including a consumer sweepstakes on foodnetwork.com.