Changing channels: SeaPak marketing campaign embraces cable leader Food Network, creating an integrated TV and website promotion to 'make shrimp easier.'.(Cover story)

Frozen Food Age, July, 2006 by Robinson, Alan E.

Typically, a major television campaign for a nationally-branded product involves an extensive--and expensive--media buy of 30-second commercials broadcast during shows that offer the widest range of consumers possible. Many marketers flock to the popular prime time shows like "American Idol," "24," "CSI," "Desperate Housewives" or "Grey's Anatomy," knowing they will reach a large group of viewers and many of them women--the predominant food purchaser in a household.

Other companies tailor their products to a specific time frame. When Jimmy Dean, a brand of Sara Lee Food & Beverage Co., Downers Grove, Ill., wanted to advertise its breakfast products, it bought air time during the popular morning news and information shows like NBC's "Today" and ABC's...