"Historically, we did a lot of in-store marketing, communications at the point of purchase" and newspaper coupon inserts, said Howard Brandeisky, VP-global marketing and customer solutions at John B. Sanfilippo & Son, which owns the Fisher Nuts brand. "This is clearly a greatly expanded campaign."
Mr. Brandeisky declined to say how much money Fisher was devoting to TV.
In this case Scripps will also run Fisher Nuts video vignettes on its networks, print ads in Food Network magazine, digital ads on various Scripps properties and social-media initiatives supporting the campaign. Scripps even helped broker the one-year deal between Ms. Guarnaschelli and Fisher, which had to be put together separately, said Sherri Rosenberg, director-media at Blue Chip Marketing, an independent agency that is working with Fisher on the campaign.
Fisher's main goal is to highlight use of its "recipe nuts" -- primarily walnuts and pecans -- used in cooking rather than as snacks. Mr. Brandeisky said Fisher falls well behind California's Diamond Nuts in the category, which he estimates brings in between $500 million and $600 million in sales. Keeping the ads within the Scripps food-media empire may bring them to the attention of a more likely consumer than running the ads on broader networks like ABC, TNT or FX.
"It's the opportunity to basically take a whole, entire budget and leverage it as best we can by singling out one property that has so many extensions," said Blue Chip's Ms. Rosenberg.
Fisher is also hoping the appearance of its baking nuts in Ms. Guarnaschelli's hands will spark some efforts by food retailers, who can assign its products more or less space on store shelves and use signs and other methods to draw consumer attention to them.