The New "Hart" of Food Network

On Monday August 14 at 10 pm Food Network will premiere the eponymous I Hart Food amp160Hart amassed millions of loyal followers on YouTube with her popular weekly web seriesamp160My Drunk Kitchen which premiered in 2011 featuring Hannah drunkenly attempting to cook menu items as complex as crab cakes or panna cottaI Hart Food will take Hartamp160out of her kitchen and on an explorative food journey across America for a sixepisode run amp160While sheamp160will sample vodkainfused ice cream at a pit stop in Oregon during episode four her presence on Food Network plays to her unique individuality not her drunk cooking shtick amp160quotMy personal motto is 39practice reckless optimism39quot says Hartamp160amp160quotIt means be informed grounded realistic and hopefulquot amp160Her projects to date have personified this motto amp160Beyond My Drunk Kitchen Hartamp160has produced video howtos confessionalsamp160and QampampAs covering a range of topics like LGBTQ issues and volunteering amp160She was recognized by the White House for her philanthropic efforts including quotHello Hartoquot and quotHave a Hart Dayquotamp160which encourage young leaders to volunteeramp160 amp160quotOur audience connects with our talent on a very personal levelquot says Kathleen Finch Chief Programming Content and Brand Officer Scripps Networks Interactive amp160quotWhile food drives and connects all that we do at Food Network reflecting the real personalities of our talent is what audiences relate to amp160Hart39s enthusiasm for food was what Food Network noticed along with a loyal and passionate following across her digital platformsquotThis is not the first time that Food Network has looked to digital platforms to cultivate new talent amp160Food Network star Ree Drummond was scooped up in 2011 thanks to her hugely successful cooking and lifestyle blog amp160She made guest appearances on Food Network shows before hosting her own program The Pioneer Woman titled after her blog amp160Similarly Hartamp160was featured on Food Network Star this past spring and will also guest on Beat Bobby Flayamp160Talent with a preexisting fan base is beneficial to Food Network as it continues to connect growing audiences across programs and platforms Audiences clearly like their food media served on all screens as indicated by data from the Scripps Networks Interactive Digital Division which reported 56 billion video views in Q2 2017 amp160Food Network also has plans to grow an online food publication Spoon University which it acquired in MayAt 30 Hart speaks for a generation who quotseem to live to eatquot notes Finch amp160quotOur research tells us Millennials care a lot about the ingredients and the overall experience when it comes to the food they consumequot amp160But will Hart39s YouTube fans follow her to television amp160Social media seems to suggest so amp160The Food Network social feeds have been lighting up with excitement from her fan base amp160quotMy peeps are as stoked as I amquot notes Hartamp160in her candid manner of speech amp160Finchamp160is optimistic that her liveliness and authenticity will resonate across all audiences not just those under a certain ageamp160Hartamp160is quick to selfqualify as a food enthusiastamp160versus a culinary expert amp160She is passionate about food and energized by its connective ability to fill stomachs and minds amp160Her enthusiasm pairs well with the Food Network ethos amp160inform entertain and engage through food experiences Hart39s experiences on I Hart Food will include lobster fishing in Portland ME and a BBQ in Asheville NCquotAs our audience has evolved so has our contentquot Finchamp160explains amp160quotWhile we still have what we call our ITK In the Kitchen instructional series satisfying today39s audience has meant broadening our menu to also include travelogues competitions and docustyle series as well as digital and social short form amp160All of these formats enable us to present the world of food in different ways while also offering the audience some valuable takeawayquot amp160For Hart making the transition from being her own boss to having other cooks in the kitchen has been easy amp160quotIt was a relief and a wonderful learning experiencequot she says of working alongside Food Network and production company Warrior Poetsamp160When the show premieres next week it will do so without any specific advertisers connected but that strategy is anything but halfbaked amp160quotIn success we will be able to do better for both the show and the advertiser after we scale up and have more learnings from season onequot says Finch who did note positive response to the show during Scripps39 Upfront presentationamp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of 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The New "Hart" of Food Network

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Charlotte Lipman

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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The New "Hart" of Food Network

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Charlotte Lipman

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