Sysco Corp. is launching a partnership with the Food Network.
The Houston-based foodservice broadliner is working with the cable channel’s “Restaurant: Impossible” and the show’s host, chef Robert Irvine.
The campaign marks the first time Sysco has a national television commercial, according to a news release.
The campaign began Jan. 21 with a kickoff at a Sysco Houston culinary conference attended by more than 80 Sysco chefs and culinary associates from throughout the U.S.
On Feb. 4, commercials are scheduled to begin airing on the Food Network.
The collaboration is the first time Sysco employed a celebrity spokesperson, Sysco officials said in the release.
Irvine has been a Sysco customer since 1997, Wendy Olson, Sysco’s director of communications, said.
“Research showed Sysco customers value the Food Network and look to the on-screen chef personalities, recipes and products for menu inspiration and to help them stay on top of trends,” Sysco officials said in the release.
“What Chef Irvine does on the show ‘Restaurant: Impossible’ to help improve restaurants and take what is good to great, is a close parallel to what Sysco does with its customers in the way of unique service offerings and solutions, and represents an important springboard for the campaign.”
The commercials and campaign are scheduled to run through the fall.