Looking for brand exposure in the USA? Kiwi television chef wants to connect with you

Annabel Langbein_FRC2 Simple Pleasures_collecting Veges in GardenAnnabel Langbein is widely recognised as New Zealand’s leading cookbook author and television cooking personality. Her TV series showcases her enviable lifestyle on the shores of the beautiful Lake Wanaka, where she grows her own produce and demonstrates how easy it is to create delicious and easy meals.

She also takes the viewer along for the ride, as she visits local producers and cooks off the back of her yellow truck. Annabel’s brand values, which is centred around simple, good living, resonates strongly with consumers attracted to her on-trend philosophy.

The popularity of Annabel’s “free range” approach to cooking is clear from her impressive achievements over the past year:

- Her most recent book was the number one best seller in New Zealand in 2014, across all categories
- She has sold over 2 million cookbooks worldwide
- Latest season of her television series The Free Range Cook ranked in the weekly top 10 of all shows, over all channels, during its screening in New Zealand in 2014, with the final episode reaching #4 position for the week
- The Free Range Cook television series is watched throughout the world (in over 90 countries)
- She recently won the highly coveted ‘2015 Best on the Box’ Awards for Best Presenter – General, and Best Culinary Series
- A World Class New Zealander

Already a favourite in kitchens all over the world, this year Annabel takes on her biggest challenge yet, having secured a slot on the North American television network PBS.


The PBS Opportunity

Once broadcast starts in North America, one highly differentiating aspect of Annabel Langbein’s Free Range Cook TV series will be that it comes from New Zealand, and features not only gorgeous landscapes and unique Kiwi experiences, but also one of New Zealand’s most popular television personalities – right at a time when New Zealand is gaining strength in American popular culture.

The popularity of other Kiwi successes – “The Lord of the Rings” trilogy, “Flight of the Conchords” and music sensation Lorde – mean that New Zealand is currently trending as one of North America’s ‘hotspot destinations’. For an American audience, the series is an entry point into discovering New Zealand via an entertainment medium.

Production company Fremantle, which holds international rights to Langbein’s programme, approached PBS executives with the proposal.

“You couldn’t have a better place to be,” Langbein says of the cable channel. “It’s a trusted and authoritative platform. They have Downton Abbey and only take a handful of food shows from around the world every year. That in itself has made me feel very proud.”


Partnership Opportunities

An opportunity exists for one or two sponsors to broadcast a message at the top and/or tail of each episode of The Free Range Cook broadcast by PBS as it shows across various states in North America.

Sponsors will be able to leverage this television exposure with in-market activities and promotion and Annabel Langbein Media (ALM) would be happy to discuss how its own strong digital assets and marketing expertise could be utilised to amplify sponsor activity.

ALM recently ran a highly successful integrated, multi-media promotional campaign for the TV series in New Zealand, and has developed a portfolio of resources including:

- Annabel’s substantial recipe library
- PR editorial
- Unique food, scenic and lifestyle image library
- Strong digital assets and a highly engaged social media following

Today’s consumers are seeking informative and engaging editorial and compelling lifestyle photography that possess authenticity, feels experiential and creates a narrative that resonates. Unlike many celebrity brands Annabel owns the IP around the majority of her content and media assets. With the support of Annabel Langbein Media she is able to provide distinctive, high quality, brand aligned content across cooking, gardening, travel, lifestyle and ‘green’ subject areas.


Are you the One?

If your company has been looking for ways to gain greater exposure in North America, would fit with the Annabel Langbein brand and could be ready to launch in September this year, please contact Christine Arden to discuss this opportunity in more detail.

Christine Arden
General Manager