If the recipes on HSN cooking shows seem to be getting cheesier, know that the TV shopping network has signed a multiyear marketing partnership with Kraft Foods.
The deal with the world's second-largest food products maker becomes the St. Petersburg e-commerce company's first long-term link to a consumer packaged goods manufacturer. It's part of a strategy to get beyond its own broadcast to attract first-time customers.
The first joint promotion is the launch of Kraft's new Philadelphia Cooking Creme, a line extension of four seasoned Philadelphia Cream Cheese cooking sauces to be aired at 6 p.m. Saturday. The show will be linked live over Skype to 10,000 "house parties" Kraft is staging using HSN cookware and recipes from celebrity chef Todd English.
HSN has upcoming product placement deals for Kraft's Maxwell House coffee and for using Kraft ingredients in recipes by HSN cookware chefs Wolfgang Puck and Emeril Lagasse.