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Thursday, August 13

Who's Re-Labeling All the Products at Food Network?

Sunny Anderson has a really cool blog post up right now featuring an interview with Rani Cheema, a graphics designer at Food Network who makes all of those specialized labels to cover up the products' real labels used on cooking shows.


I don't know why, but I've always been fascinated with this kind of stuff. In the post, Sunny shows a pic of a frozen spinach box label fresh off the printer, complete with all the necessary wording and pics (just missing an authentic brand name). Then, there's a pic of the finished frozen spinach box that Rani actually constructed herself and hot glued together.

So much work for a box of spinach that probably gets a few seconds of air time before getting tossed in the trash!

It's cool, though. Check it out.

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13 Comments:

At 8/13/2009 1:48 PM , Blogger oddlyme said...

I have actually really wondered about those labels - so I'm thrilled to see this!

Thanks for posting, I'm off to read : )

 
At 8/13/2009 4:01 PM , Blogger Rick B. said...

Interesting - I'm always amused by that sort of thing.

 
At 8/13/2009 4:44 PM , Blogger Cheema said...

Thanks for posting this Jacob! Sunny just told me about it. I love your blog. I appreciate the mention sir. I think this is all pretty cool. I'm so happy to see that people were actually interested about the faux labels on the show.

Also I totally approve that COLA image lol. It's a smart image to go with my interview.

 
At 8/13/2009 5:03 PM , Blogger Jani said...

In "Food Network: Unwrapped" , they showed how they did these fake labels for Rachael's show. It's pretty cool, and the labor put into it is a lot, considering how quickly they are used. However, better job than Aunt Sandy's Kraft cheese with a tape on top saying "Cheese".

 
At 8/13/2009 5:38 PM , Blogger Alec Smart said...

So the prop lady gets her kudos. Nothing like giving brand exposure to the canned tomato people uh ?

Tuschman to Fogelson , "Susie get Cheema down here to wrap them Del Monte cans up. We can't give away any freebie advertising, afterall we are a profit driven network first, quality content network second. Tell the set director to be more careful next time . Atta Girl Suz thanks for comin out".

Say have you ever wondered why you haven't been asked to wrap up Fee-Eddies fridge , the one which he signed ! Yes autographed, like a little kid with his first set of Crayons writing on the nursery wall. What's the deal there ? He likes practicing his own signature and he considers this on set refrigerator part of a National Heritage site or something ?

Any reason why they don't cover it up ?

 
At 8/13/2009 8:18 PM , Blogger Jeffrey said...

A S or is Ass? Brand regonotion is very key to advertising and lurcrative to brands such as Del Monte (your example). FN and all other comerical networks are profit driven. How else could fee eddie be paid, he needs more than dbl cheeseburgers.

 
At 8/13/2009 11:07 PM , Blogger Cheema said...

Tuschman, Fogelson, or anyone else have nothing to do with re-labeling stuff. It's the executive producer who chooses to have a designer on hand. When it comes to appliances that is the talent's or host's choice and all of it gets scrubbed, cleaned, beat up, and/or set on fire so there isn't any point in wrapping up a fridge or any appliances.

 
At 8/14/2009 9:37 AM , Blogger jacob said...

oddlyme & rick b: yeah, i've always wondered what went into making them. glad sunny had the time to find out.

cheema: no problem! great to finally meet the "face" behind those labels:-)

jani: yep! Sandy doesn't shoot inside food network studios. they'd have to hire Rani out if they wanted her labeling servies!

alec: "Any reason why they don't cover it up ?" I wish they would.

jeffrey: triple D cheeseburgers, i think.

 
At 8/14/2009 10:24 AM , Blogger Alec Smart said...

Gee Cheema thanks for the explanation. You left out a few key areas such as how advertising fuels any TV station and why they form "strategic" partnerships with such leading edge visionary culinary chains like Red Lobster and TGIF.

I was hoping you could shed some light as to why Fee-Useless signed his fridge in the first place. I'm sure you and Sunny have these indepth discussions all the time and since you are so intent on bringing an "inside" FN perspective
I thought you could spill the beans on Hedgehog's scribbling.

 
At 8/14/2009 10:58 AM , Blogger Attila the Fun said...

There was also an article in Time Out New York on a Rachael Ray packaging designer named Doan Buu.

Link: http://newyork.timeout.com/articles/make-money-save-money/76108/inside-job-package-designer

 
At 8/17/2009 12:22 PM , Blogger Cheema said...

Attila the Fun: That article actually annoyed me lol. TONY should have been a be clearer about what he does. He only works on her Talk/Cooking show on ABC. According to people here at the studio he didn't work too long at the Food Network then Rachel took him on for her show... something like that

 
At 8/17/2009 1:19 PM , Blogger Alec Smart said...

Say Cheema do you and Sunny go out on the town and celebrate "Sunny' Style ? Ever hit the hooka with her ?

 
At 8/17/2009 1:19 PM , Blogger Alec Smart said...

Say Cheema do you and Sunny go out on the town and celebrate "Sunny' Style ? Ever hit the hooka with her ?

 

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