Food Network and Lexus have partnered to produce a one-hour holiday special episode of Food Network’s popular Restaurant Impossible, the first course of an expanded multi-platform sponsorship that encompasses on-air, print, online and social media.
Going forward, Lexus vehicles will be integrated into Seasons 5 and 6 of Restaurant Impossible. The campaign also will include content in Food Network Magazine, a series of web videos on FoodNetwork.com and cross-promotion both on-air and online.
Holiday Impossible will air Dec. 9 at 10 p.m. ET and will feature chefs Michael Chiarello and Michelle Bernstein, members of the Lexus Culinary Masters, a team of celebrity chefs who serve as brand ambassadors to engage Lexus customers with programs and charitable outreach.
The episode is based in Joplin, MO, a community ravaged by deadly tornadoes in May 2011. Since then, nearly 85,000 registered volunteers have provided more than 420,000 hours of community service in Joplin without formal recognition. Together, chefs Robert Irvine, Bernstein and Chiarello help the Joplin Boys & Girls Club create a grand thank-you meal for 1,000 volunteers and friends.
Lexus and Lexus Financial Services will present a sizeable donation to the club, and Food Network viewers will have an opportunity to participate via a “text2give” campaign leading up to and during the episode.