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Just in time for Thanksgiving, the Super Bowl of Cooking.

 The first work from creative agency Mekanism for Discovery’s recently launched first-of-its-kind app, Food Network Kitchen. The subscription service is the company's biggest direct-to-consumer streaming play to date.

The app will bring daily live and on-demand interactive cooking classes and videos from big name Food Network chefs like Bobby Flay, Ina Garten, Sunny Anderson, Dan Langan, and Guy Fieri to all streaming devices, plus a landmark collaboration with Amazon for voice integration on all Amazon devices. The new app and programming shifts the traditional experience of passively watching a cooking show and actually engages people in an active cooking experience.

Food Network – The Kitchen Is Alive

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While our love for food is exploding, our love for cooking is lagging behind - only 10% of consumers love to cook, while 45% hate it and 45% are lukewarm about it, according to HBR. Informed by that key insight, the campaign titled The Kitchen is Alive aims to inspire people to engage with their food, explore the possibilities and potential of every meal, bite, dash, pinch, saute and experience how accomplished cooking makes them feel. 

"This spot restores the kitchen to its rightful place as the most exciting, most fun, most ‘alive’ room in the house. We wanted to capture the feeling of utter confidence and joy you can experience in the kitchen when you’re cooking alongside your favorite chefs with this new Food Network Kitchen app,” said David Horowitz, executive creative director at Mekanism.

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