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Food Cooks at 360

2/29/2008 7:00 PM Eastern

Watch it tonight, taste it tomorrow.

That’s the idea behind a partnership between Food Network and TGI Friday’s. Winning recipes on the network’s Sunday night cook-off competition Ultimate Recipe Showdown will be served at the chain’s restaurants, where customers can order off a special Food Network menu and the network is featured in on-table advertising.

It’s one example of the “360-degree” marketing that Scripps Networks’ channels are trying to establish as a differentiator by creating a circular relationship between networks and sponsors.

In other cross-marketing efforts:

Ingrid Hoffman, host of Food’s Simply Delicioso, is pictured on 150 million bags of Frito-Lay’s Tostito tortilla chips, and will feature recipes involving the chips during commercial breaks.

Customers in Ethan Allen furniture stores can view video clips on how to outfit their homes, as part of a tie-in with HGTV’s “Dream Home” giveaway.

Dodge’s Grand Caravan is featured prominently on DIY Network’s Garagemahal.

Next up: Developing programming for sponsors that gets shown during commercial breaks. Scripps has tried this before on GAC, and it helped launch the career of singer Taylor Swift.

September