Star Powered Kitchen Incentives
February 08, 2008
Celebrity chefs turn up the heat in the kitchen with products and food for everyday people.
By Jeanie Casison
Home entertaining is happening again, with cooking enthusiasts everywhere trying to emulate what they see on TV. Credit the Food Network for piquing the American public's interest in all things culinary. Maybe it's the warm hospitality of popular show hosts Rachael Ray, Emeril Lagasse, Giada de Laurentiis, Bobby Flay and company that convinces average people they too can dish out meals worthy of rave reviews.
"The consumer is savvier with the preparation of food compared to ten to fifteen years ago. A significant portion of that knowledge has come from the impact of programs from the Food Network, HGTV and others," says Perry Reynolds, vice president of marketing and trade development for the Rosemont, Ill.–based International Housewares Association (IHA).
Whatever the reason, there is no denying that these star chefs have a devoted fan base ready and willing to try new recipes, use cool products and sample the gourmet specialties on the market. "There are celebrity chefs on the major networks who have helped to create legions of followers that are paying great attention to what goes on in the kitchen," Reynolds says.
Overall, the outlook for housewares—cookware, bakeware, kitchen appliances, table top and food preparation tools, as well as cleaning and storage items—looks healthy, with the market reaching $306.4 billion at retail worldwide and $72.8 billion in the United States, according to the most recent figures from IHA.
Fascination with food manifests itself in incentive programs featuring awards that allow aspiring cooks to pursue their passion. From pots and pans to packaged goods, here's a look at a few handy items currently in stock.
Thanks to the on-air encouragement of expert chefs, experimenting in the kitchen is getting a big boost. Home cooks are exhibiting greater knowledge and confidence as they attempt to tackle the tools and techniques they learn about during their lessons in food preparation and presentation.
"There is an element of education. Chefs are showing broadening numbers of consumers new uses for tools in the kitchen and new ways to prepare food," Reynolds says. "The celebrity endorsement of cooking products has also helped ease the anxiety of consumers using some of these products. If a chef has endorsed it, there must be some value there."
Maybe more than any other TV personality, Rachael Ray has made cooking at home more accessible to the masses with a mini empire that includes such successful endeavors as the signature 30 Minute Meals program and cookbook, the Every Day With Rachael Ray magazine and the nationally syndicated The Rachael Ray Show. Of course, backing from Oprah helps out too.
In addition to coining her own cooking terminology—"Yum-O!" and "EVOO" (extra virgin olive oil), Ray has put her imprint on a line of colorful cooking products. Rymax Marketing Services Inc., a full-service incentive company and manufacturer's representative in Pine Brook, N.J., offers several Rachael Ray products in its various client campaigns, from employee appreciation initiatives to customer loyalty programs for the gaming industry.
Whether trying to make Ray's recipes for "stoups" (soup/stew combo) or "sammies" (sandwiches), corporate clients may consider Rymax's hugely popular Rachael Ray Hard Anodized 10-Piece Set, featuring basic pieces such as saucepans, skillets and a big stock pot. Other options within the Rymax portfolio of Rachael Ray products include the 11- by 9-inch Orange Rectangular Skillet with Sandwich Press, the 3-Piece Spoonula Set in blue and the 12- by 20-inch Cast-Iron Reversible Grill/Griddle in green.
Rymax Marketing also carries products from NapaStyle, a collection that shares the name of Michael Chiarello's show on the Fine Living channel. Items available for corporate incentive programs include a 9- by 15-inch Hibachi Grill, a 3-Quart Covered Stew Pot with Black Wire Loop Handles, the Cutlery Collection Artisan Cheese Knife Set and a set of two 16-Ounce Open Stew Pots.
"There is absolutely a higher demand for the housewares category, especially with cookware and appliances," says Donna Davis, purchasing manager for Rymax Marketing Services. "For us, each chef has their own appeal for different audiences. Rachael Ray attracts a younger, hipper crowd, while Michael Chiarello appeals to a more sophisticated audience."
Emeril Lagasse's television presence attracts die-hard foodies to his award-winning restaurants around the country—NOLA in New Orleans, Delmonico Restaurant in Las Vegas and Emeril's Miami Beach, to name a few.
When it comes to incentive award programs, Lone Star Incentives in Dallas kicks it up a notch with its array of appliances, including the Emerilware Fryer by T-fal, ideal for making crispy french fries, chicken nuggets and jalapeño poppers without the mess. The versatile Emerilware Grill & Panini Maker can sear salmon, burgers and steaks or cook up a quick sandwich, while the Emerilware Steamer locks in the fresh flavors of vegetables and shellfish.
"Even if someone didn't cook very much, watching food programming captures the imagination. For example, maybe someone sees an episode on steaming vegetables; they will probably want to have the right product at home," says Alan Walvoord, president of Lone Star Incentives, who is currently featuring the Emerilware products in one program for a client in the beauty industry.
"Housewares always go over well in large catalog programs, such as those offered by Maritz or Carlson," Walvoord says. "Historically, the T-fal line does well because of its high name recognition, and there is still real value when matching it up with items such as golf clubs or other merchandise."
Time to Order
When the team at House Beautiful wanted to recognize 1,200 of its top clients this past holiday season, they worked with Stonewall Kitchen in York, Maine, to choose a memorable gourmet gift—Ina Garten's "Fireside Grab and Go," a hot chocolate and marshmallow gift pack ideal for warming up during the winter months.
"Finding creative ways to connect with your clients is never easy. House Beautiful magazine is fortunate to have within its pages a few "household names" that resonate both within our advertising marketplace and in the larger consumer arena," says Kate Kelly Smith, vice president and publisher of House Beautiful.
"Ina Garten, the Food Network's 'Barefoot Contessa,' gives advice about entertaining in her monthly House Beautiful column, 'Ask the Barefoot Contessa.' Because her articles are consistently some of the magazine's most popular features, we thought the products from her branded line would make a perfect holiday gift for our clients," she says. "A gift that reiterates the message that the Barefoot Contessa is part of the House Beautiful brand is a way for us to bring the magazine to life in the marketplace, because, in essence, we are sharing an integral part of House Beautiful magazine with them."
In addition to the Fireside Grab and Go, Stonewall Kitchen offers the Barefoot Contessa Baking Pan Gifts complete with an 8-inch-square nonstick baking pan.
Another recognizable face from the Food Network, Giada DeLaurentiis has recently teamed up with Crate and Barrel to bring a taste of Italy stateside. Giada Everyday Gourmet, created in collaboration with Academia Barilla, features Giada's Extra Virgin Olive Oil/Balsamic Vinegar of Modena, Sea Salt, Tuscan Herb Mix, and Everyday Pasta. Each of these items can be purchased using the Crate and Barrel gift card.
Kohl's gift card holders can update their kitchenware by purchasing items from Bobby Flay's new branded product line making its debut in stores this spring. Created in partnership with the Food Network, the cooking and grill master's first collection of kitchenware and casual entertaining products will include cookware and dinnerware. As more celebrity chefs feed into the product craze, it seems that incentive award winners will get their fill for a while.
 Giada Everyday Gourmet
Condiments and spices from Giada de Laurentiis, www.crateandbarrel.com
 Covered Stew Pot
NapaStyle's Michael Chiarello collection
www.rymaxinc.com
 Emerilware Grill & Panini Maker
www.lonestarinc.net
 Cutlery Collection Artisan Cheese Knife Set
NapaStyle's Michael Chiarello Collection
www.rymaxinc.com
 Rachael Ray "Sammie" Press
www.rymaxinc.com
 Barefoot Contessa
Brownie mix comes complete with pan and spatula
www.stonewallkitchen.com
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