Food Network has expanded its advertising relationship with automaker Lexus to be a content partner.
In seasons five and six for the network's "Restaurant Impossible," Lexus vehicles will be integrated into the show. The new deal will also add content in Food Network Magazine, as well as a series of Web videos on FoodNetwork.com. There will be cross-promotion for Lexus both on-air and online.
"Lexus has been a great partner with us at Food Network," stated Karen Grinthal, senior vice president of ad sales, Food Network and Cooking Channel. "Stepping into new territory as a content partner enables Lexus to tap into an even broader range of tools and capabilities to reach the affluent, engaged consumer Lexus wants to attract."
Part of the arrangement includes a holiday special, called "Holiday Impossible." It will air Dec. 9 at 10 p.m. featuring chefs Michael Chiarello and Michelle Bernstein, members of the Lexus Culinary Masters. These celebrity chefs serve as brand ambassadors for Lexus customers, as well as charitable outreach.
The special episode focuses on Joplin, Mo., a community hit by deadly tornadoes in May 2011. Celebrity chefs cook up a big meal, thanking volunteers for their community service.