More than a pretty face

The Food Network has churned out a lot of so-called celebrity chefs, but Giada De Laurentiis has the potential to top them all, thanks to her exclusive arrangement with Target. She graced the cover of the retailer’s circular this week with two additional pages inside the front cover devoted to the wide range of products that comprise her signature line. Giada got the star treatment also in stores (see below), where Target used her radiant likeness to call attention to a product assortment designed to blend design, utility and affordability.

The relationship is a win for both parties. Target gains the newness and star power of a celebrity brand that should resonate well with its core customers while Laurentiis’ star power, not to mention her bank account, stands to benefit from the massive levels of increased exposure she will gain courtesy of Target. And that’s even if the products are a dud, which they most definitely are not from a quality standpoint. Let’s face it, there are plenty of celebrity chefs out there who took the easy money and allowed their mug to be slapped on a set of pots and pans, whereas Laurentiis and Target appear to be taking a longer view and creating a differentiated lifestyle brand.