Normally one wouldn't associate Oscar Mayer with the more haute fare served up on Food Network, but the wiener purveyor has signed on as title sponsor of the network's summer promotion.

The multimillion dollar, nine-week promotion is based on Food's Unwrapped, which explores the secrets of those humble yet beloved processed foods ranging from French fries to carnival food.

The series, hosted by Marc Summers, airs Monday nights at 9 p.m. and 9:30 p.m.

Adam Rockmore, VP-marketing at Food Network, says it makes sense to leverage the show in a promotion for the network. ?It's become a franchise unto itself,? he said. ?It represents some of the core success for Food Network.?

The promotion will be marked by local activity in major markets. In 12 major markets, the network is running schedules of spot cable and radio. In markets where Food parent Scripps owns TV stations, broadcast commercials will air as well.

Street marketing teams, driving an Unwrapped van ? not the famed Oscar Mayer Wienermobile ? will be handing out half a million premiums, including T-shirts, beach balls, cups and candies.

In New York, Los Angeles, San Francisco, Chicago and Boston contests will be held in which potential viewers will be judged on the basis of their bubble gum blowing and ice cream stacking skills.

Summers will oversee a hot dog eating contest and other events at New York's South Street Seaport on June 21. (He hosted a similar event at Boston's Faneuil Hall on June 7.)

In beach areas, planes will trail trivia questions about processed food.

The network will be airing some new episodes during the weeks of the promotion.

Rockmore says the idea is to create more buzz for the show. In the end, ?we'll see if the ratings are stronger. We have a lot of confidence it will play well.?

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