• by Tanya Gazdik , February 22, 2011

The Pyrex brand and Sandra Lee have teamed up to educate consumers on how to cook with care when using glass bakeware.

Lee, author and editor in chief of Semi-Homemade magazine, is also the host of "Sandra Lee Celebrates," a series of prime-time specials on HGTV, and two highly rated television shows on Food Network, the multi-Emmy-nominated "Semi-Homemade Cooking" and "Sandra's Money Saving Meals."

Lee and Pyrex have developed "4 Simple Rules" for cooks to follow. "I've been a fan of Pyrex products for many years -- using them in my own kitchen," Lee said in a release. "The '4 Simple Rules' are easy to follow and incorporate into your everyday cooking lifestyle."

The terms of the Pyrex brand's agreement with Sandra Lee were not disclosed, including the duration of the partnership.

To help consumers keep the "4 Simple Rules top of mind, the Pyrex brand has launched a new website, http://4simplerules.amssupport.net, where consumers can watch a demonstration video and download savvy cooking tips and recipes from Sandra Lee.

Pyrex also has produced consumer education videos with Sandra Lee discussing the "4 Simple Rules," which will be distributed in advertising, on-pack and through public relations.

The program also will be supported by media relations, targeting print, online, radio and television outlets nationwide. The "4 Simple Rules" were featured in an ad in Parade earlier this month.

"We will run a banner ad with Sandra Lee that links to a 15-second video on the '4 Simple Rules' on epicurean websites, such as AllRecipes.com and MyRecipes.com," according to a Pyrex spokesperson. "We are also distributing an FSI (free standing insert) to direct consumers to the website to get the '4 Simple Rules.' Additionally, Pyrex is working with Sandra Lee on a Valpak offering that will include a glass bakeware and potholder product giveaway."

The safety of consumers is Pyrex's highest priority, says Pam McMeen, vice president of brand marketing for World Kitchen, LLC, the Rosemont, Ill.-based manufacturer of Pyrex glassware. The company's goal in reinforcing the "4 Simple Rules" and partnering with Sandra Lee to share the message is to reach as many consumers as possible.

"There's a natural fit between Sandra Lee's experience in the kitchen and the goals of the Pyrex brand," McMeen tells Marketing Daily. "We want to make cooking easy for consumers, and Lee's helping us do just that."

Consumers can help avoid the most common causes of breakage by following these rules: always place hot glass bakeware on a dry, cloth potholder or towel; never put glass bakeware directly on a burner or under a broiler; always allow the oven to fully preheat before placing glass bakeware in the oven and finally, always cover the bottom of the glass bakeware dish with liquid before cooking meat or vegetables.