Food Network kicks it up a notch

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The Food Network is launching a new ad campaign to tell the world they offer more than just cooking shows, Broadcasting and Cable reported today. The network wants to capitalize on it's slate of food travel shows with a new slogan, "Way More Than Cooking."

In the past, the network was home to Emeril Lagasse and Martha Stewart cooking in their respective kitchens and reruns of the Japanese game show Iron Chef. On his show Emeril Live!, Lagasse popularized the phrase, "Bam! Let's kick it up a notch!" as he dashed spices into his food, to the delight of his in-studio audience.

Slowly, the network added other food-related shows into their schedule, such as Top 5, which discusses the top-five favorite foods of various categories such as candy or all-American meals, and Unwrapped, which shows how various packaged foods are made. All of the shows feature wacky, nonthreatening hosts that viewers would feel fine about inviting into their own kitchens.

In the last several years, the network has branched out and has begun producing travel shows such as Rachael Ray's $40 a Day, Mario Batali's Mario Eats Italy, and Tony Bourdain's A Cook's Tour. Currently it airs a new, American version of Iron Chef starring celebrity chefs Batali, Bobby Flay, and Masaharu Morimoto.

In addition to the new tagline, the new ad campaign hopes to spark viewers' senses of adventure by featuring Lagasse and Ray walking through kitchen doors into outside worlds filled with excitement. Ray is a homegrown celebrity phenomenon, having gone from a candy-counter girl at a department store to a Martha-like mogul in a few short years.

According to the network's Web site, The Food Network is a lifestyle network committed to exploring food in new and exciting ways, incorporating pop culture, adventure, and travel. Based in New York City's upscale food mecca Chelsea Market, where Emeril Live is filmed, the channel is part of the Scripps media empire, which also owns and operates the lifestyle channels The Do-It-Yourself (DIY) Network, which offers tips on projects; Home and Garden Television (HGTV), which helps out folks around the house; Fine Living, which informs watchers of life's pleasures; and the Shop-At-Home Network, which allows people to shop from home.

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