Popcorn Press & Media, Inc’s. client the San Diego Culinary Institute had a challenge that the agency and client worked together to find a creative solution for. The challenge: The culinary school is sometimes confused with other culinary schools and venues in the San Diego area. So, after running a consistent thirty-second TV message that generated response for the school, the agency proposed the idea of putting together a half hour TV show that could tell the story of the quality, high attention to detail and excellence that the school is all about. The result, after the client hired a talented TV show production team from LA, and the agency negotiated placement and sponsors for the show, is a new reality based TV show called “Haute Plate” that premiered on XETV channel 6.
Badagliacca (co-owner, San Diego Culinary Institute) says: “traditional commercials just don’t cut it anymore, it costs the same to produce a reality show as it does to do a suite of commercials and I thought we would try something different. So here we are with our own reality show.” The show titled “Haute Plate” consists of 5 half hour reality episodes. “Haute Plate” closely follows 5 students from their cooking finals into their externships where they cook in the real world for the first time. Complimenting “Haute Plate” is an original composition theme song as well as music score. SDCI retained recording industry veterans Robert Cutarella and Ken Cummings to write and produce entirely original music for the show. Mr. Cummings lent his musical talents to advertising campaigns for Pop-Secret Pop-Corn, Downy, Disneyland and Domino’s Pizza to name a few. As a music publisher, Mr. Cutarella boasts over 3,000 songs and 60 platinum records working with artists such as Elton John, REM, Madonna and Bruce Springsteen.
The show’s website is www.hauteplate.tv.
