It's Alive! (Your Kitchen That Is)

The Food Network is raising awareness for a new streaming app with an upbeat, visually driven campaign.

The work, developed with Mekanism, features a female voiceover and the classical song "Orpheus in the Underworld" to build excitement for this app that shifts the traditional experience of passively watching a cooking show to engage people in an active cooking experience.

The campaign, dubbed "The Kitchen Is Alive" is supported with paid media dollars by Discovery across multiple channels including TV, digital, social and OOH. Also Discovery will deploy its full arsenal of Discovery properties to further reach consumers.

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