BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Experiential Marketing, Activations & Sponsorships

How This Live Cooking Show Broadened Its Audience Appeal

The Taste of Home food media brand will host 50 events in 2017 in cities across the United States.

Mitra Sorrells
April 20, 2017

For nearly 70 years, Taste of Home has hosted live cooking demonstrations in dozens of cities across the country. Tuesday night the media company, which publishes magazines and cookbooks filled with professionally tested user-generated recipes, kicked off a new national touring event, Taste of Home Live, at the Hyatt Regency Milwaukee. Unlike the original Taste of Home Cooking School events, this new series is intended to be more interactive and entertaining, with elements intended to engage millennial food enthusiasts.

“With the taste of the Taste of Home Cooking School model we were marketing more to an older audience. It just came naturally—our audience aged and we aged our marketing with that to continue to speak to the same consumer. What we are doing with Taste of Home Live is we are speaking to all of our age brackets,” said Donna Lindskog, Taste of Home Media Group’s publisher. “So where Taste of Home Cooking School perhaps we didn’t have a large social footprint … with Taste of Home Live we are utilizing our huge social footprint.”

New elements include a preshow cocktail hour and post-show dessert party and the use of high-energy music and videos during the three-act, 90-minute stage show. Also to encourage guests to share their experience on social media, organizers will select a small group of attendees who post photos with the hashtag #TOHLive to sit at the chef’s table on stage and sample each recipe that is prepared. Products from sponsors Eggland’s Best, Jones Dairy Farm, the National Honey Board, and LT Foods’ Royal rice will be incorporated into the recipes chef prepare during the show.

“Now our sponsors are interwoven throughout the entire show. These are the brands we use in our test kitchen, so our chefs can easily convey the points of difference and why these brands are the best in their field,” Lindskog said.

In addition to live demonstrations and tastings, the events include a merchandise area, and 10 percent of sales will go to the local Feeding America chapter in each city.

There are 10 Taste of Home Live events scheduled during the next four weeks and then at least 40 more planned for this fall. Lindskog said they will do at least 50 shows in 2018, possibly more based on what they learn this year. “We’re leaving that open, but the goal is to have two strong seasons, a spring season and a fall season,” she said.

Taste of Home has partnered with WME-IMG’s Fusion Marketing agency to plan, execute, and promote the local events, which are being held in hotels in each market. IHeartMedia is the national media partner.

Interactive elements have been added to the new Taste of Home Live event series, including the opportunity for some audience members to join the chefs on stage during the 90-minute show.
Interactive elements have been added to the new Taste of Home Live event series, including the opportunity for some audience members to join the chefs on stage during the 90-minute show.
Photo: Jim Wieland
Oversize kitchen tools served as fun props in the event’s photo booth.
Oversize kitchen tools served as fun props in the event’s photo booth.
Photo: Jim Wieland
The opening event in Milwaukee had a sold-out crowd of about 560 people. Organizers expect to have at least 400 to 500 in attendance at the more than 45 remaining events this year.
The opening event in Milwaukee had a sold-out crowd of about 560 people. Organizers expect to have at least 400 to 500 in attendance at the more than 45 remaining events this year.
Photo: Jim Wieland
Latest in Experiential Marketing, Activations & Sponsorships
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
2025 Industry Innovators Article Image Brands
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
Related Stories
The centerpiece of Taste of Home’s Gingerbread Boulevard in Madison Square Park is an interactive 12- by 16-foot gingerbread-style house.
Experiential Marketing, Activations & Sponsorships
Find Out What’s Inside This Life-Size Gingerbread House
The invitation to media and influencers instructed them to come dressed in workout gear.
Experiential Marketing, Activations & Sponsorships
Propel Launches New Campaign With Jessie J and Fitness Classes
Levi's Presents Neon Carnival
Experiential Marketing, Activations & Sponsorships
Activation Ideas
Fabricated prop pieces of Lacoste's crocodile logo and two Parisian landmarks—the Arc de Triomphe and the Eiffel Tower—were designed to encourage fans to pose with them for social media posts. The reptile was painted in the French Tricolour and featured Lacoste’s #beautifultennis hashtag.
Experiential Marketing, Activations & Sponsorships
Lacoste activation
More in Experiential Marketing, Activations & Sponsorships
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Millennials, this one's for you. The streamer welcomed thousands of guests during a four-day experience celebrating its beloved '90s and '00s IP.
Disney+ hosted a Throwback Experience for fans June 12-15 in Los Angeles.
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
These companies broke through the noise with creative activations, events, and experiences that engaged attendees, fans, and consumers.
2025 Industry Innovators Article Image Brands
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
LinkedIn, Spotify, Canva, Pinterest, Meta, and dozens of other top brands showed up in a big way at the world’s most creative week. Take a look inside their splashy activations.
LinkedIn's Rooftop & Studio
Experiential Marketing, Activations & Sponsorships
Block Party: See How Minecraft Was Transformed Into an IRL Video Game
The popular game has been turned into an interactive in-person experience that just opened in Canada.
Visitors embark on a rescue mission with a team of fellow Minecrafters.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Here’s a look at some steal-worthy ideas we spotted in June 2025.
The pop-up brought the magazine to life through live hair demonstrations by local stylists, along with immersive moments designed to honor the legacy, creativity, and versatility of Black hair.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Most Popular
Brands & Event Pros
Industry Innovators 2025: Sephora
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
Disney+ Leaned Into Y2K Vibes for a 'Throwback' Pop-Up Experience in LA
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Sports
See Inside Sport Beach—The Game-Raising Activation That Had Everyone Talking at Cannes Lions
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Walmart and Apartment Therapy teamed up to celebrate the Becky G & Alejandra home collection—while also spotlighting the often-overlooked personal milestones of Latina creators.
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
The annual music festival featured sponsorship firsts and lots of colorful experiences from brands like Kiehl's, 7-Eleven, and Coca-Cola.
It included an iconic cassette tape photo backdrop.
Experiential Marketing, Activations & Sponsorships
Summer Lovin': See How These Brands Celebrated Romance
From prebiotic soda to laundry appliances, brands are cashing in on the feel-good vibes of coupledom.
Them x Destination DC's WorldPride DC Kick Off Event
Experiential Marketing, Activations & Sponsorships
Brands Are Backing Out of This Year's Pride Events—But Some Are Stepping Up
Facing political pressure, some companies are cutting back on public and financial support for LGBTQIA+ events, while others remain strong.
Washington, D.C., is hosting this year’s WorldPride celebration.
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More
Here’s a look at some steal-worthy ideas we spotted in May 2025.
Max's 'Mothers of Max' Art Installation
Brands & Event Pros
Industry Innovators 2025: 11 Experiential Experts Reinventing How We Experience Brands
Meet the boundary-pushers, rule-breakers, and big thinkers shaping the future of experiential marketing.
2025 Industry Innovators Article Image Experiential2 B
Page 1 of 135
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.