Pyrex Cooks Up Sweeps with Chef Giada De Laurentiis

Stickers on Pyrex cookware send budding chefs online for a sweepstakes

Pyrex cookware is getting ready to throw a party.

The World Kitchen brand has signed its first-ever endorsement deal, tapping Food Network chef Giada De Laurentiis for ads, a gift-with-purchase offer and a sweepstakes.

Pyrex is targeting young adults as they begin to do more entertaining at home. The goal is to get these consumers to choose Pyrex as they outfit their kitchens to host friends at home. Pyrex’s household penetration is already strong: Seventy-seven percent of U.S. kitchens already have some Pyrex cookware in them.

The Giada Celebrity Dinner Sweepstakes will award a dinner party hosted by De Laurentiis. Starting in March, consumers enter via mail or online; the sweeps runs through December.

A gift-with-purchase offer bundles a copy of Cooking with Pyrex, a cookbook featuring recipes created by De Laurentiis, with some Pyrex sets. De Laurentiis also appears on Pyrex packaging.

The endorsement deal runs through 2008. Launch Creative Marketing, Chicago, negotiated the deal and handles the marketing campaign for Rosemont, IL-based World Kitchen.