Discovery’s Food Network, Qurate Retail Group’s QVC Launch Cross Promotions
October 5, 2020: Video commerce leader Qurate Retail Group is joining with real-life entertainment leader Discovery, Inc., to introduce the Food Network and QVC to new audiences and leverage the unique power of each brand’s reach and relevance. Each network reaches millions of homes and has a large, highly engaged audience of cooking afficionados who are likely to be interested in the other network’s digital and broadcast programming.
Through this collaboration, QVC is promoting the Food Network Kitchen app through a special offer on QVC’s culinary shows, app, and website. From October 3-18, QVC is offering a complimentary premium six-month subscription to the Food Network Kitchen app (a $24.95 value) with each purchase of approximately 200 QVC culinary products.
The Food Network Kitchen app will feature four live cooking shows hosted by QVC’s resident foodies Mary DeAngelis, David Venable, and/or other QVC hosts. In addition, Mary joined chef Geoffrey Zakarian on Food Network’s Emmy-nominated series “The Kitchen” on Saturday, Oct. 3, at 11 a.m. (with encores on Monday, Oct. 5, at noon and Sunday, Oct. 11, at 1 p.m.). Zakarian co-hosts the show and is a frequent guest on QVC, where he offers his line of cookware, bakeware, food, and other kitchen items.
QVC and Food Network are promoting the collaboration in various ways via their social, web, and email channels.
“We’re excited to introduce more Food Network viewers to our culinary programming, which features celebrity chefs, knowledgeable foodies as hosts, fun live banter, and of course, great deals for the kitchen,” said Maya Bowie, General Merchandising Manager and VP, Culinary for QVC and HSN in the U.S. “In addition, our culinary fans are an ideal audience for the Food Network Kitchen app – particularly given that some of their favorite QVC hosts will be appearing there. So this collaboration is a win for both Qurate Retail Group and Discovery.”
QVC offers thousands of high-quality kitchen products – from cookware and bakeware to tools and gadgets to gourmet food – presented in an engaging format and delivered straight to the customer’s door. In addition to our broadcasts, apps, website, and social pages, our culinary programming appears on over-the-top devices (such as Roku, Amazon Fire TV, and Comcast Flex); free over-the-top services (such as Samsung TV Plus, XUMO, and LG Channel Plus), digital TV subscriptions (such as Hulu and DirecTV Now), social video sites (such as YouTube and Facebook Live), and digital over-the-air networks. Qurate Retail Group is the world leader in video commerce, is among the top 10 ecommerce retailers in North American (according to Digital Commerce 360), and is a leader in mobile and social commerce. We reach approximately 380 million homes worldwide via 15 television networks and attract 2.4 billion digital sessions per year across our ecommerce sites and mobile apps.
Food Network is a top-10 broadcast network, seen in nearly 100 million homes nationwide in the second quarter of 2020, and “The Kitchen” is the No. 1 broadcast program in its time slot by impressions among women ages 25-54. The Food Network Kitchen app features hundreds of live and on-demand cooking classes with star chefs, culinary influencers, cookbook authors, and major restaurateurs, along with Food Network shows, recipes, in-app grocery ordering, and more. Discovery’s global portfolio of premium brands also includes Discovery Channel, HGTV, TLC, Investigation Discovery, Travel Channel, Turbo/Velocity, Animal Planet, and Science Channel, as well as OWN: Oprah Winfrey Network in the U.S., Discovery Kids in Latin America, and Eurosport, the leading provider of locally relevant, premium sports and Home of the Olympic Games across Europe.