Unilever Enters into First Integrated Food Platform Deal with Cooking Light and MyRecipes.com
For the first time, a single sponsor, Unilever, will own the multiplatform franchise “Dinner Tonight” in Cooking Light and on MyRecipes.com. “Dinner Tonight” provides healthy recipes that can be prepared in 45 minutes or less. The partnership, which is the first multi-brand integrated food platform of its kind for Unilever, includes Bertolli Sauce, Country Crock, Hellmann’s, I Can’t Believe It’s Not Butter, Knorr, Ragu, and Wish-Bone.
The integrated program includes ads in Cooking Light magazine running adjacent to the “Dinner Tonight” feature and sponsorship of the “Dinner Tonight”recipe, video, menu and shopping list section on MyRecipes.com.
A “Dinner Tonight” mobile application, the first for Cooking Light and MyRecipes.com, will launch on May 7th and join the in-book and online platforms already under way. Designed only for Smart Phones, the mobile application will feature five different categories from which users can search: “Dinner Tonight,” “Chicken Tonight,” “5-Star Reviews,”“Daily Indulgence,”and a rotating seasonal channel.
“What makes this program so innovative is the ability for each of our brands to customize their advertising content as well as have access to multi-platform initiatives within the ’Dinner Tonight’ franchise,” said Irene Grieco, Manager Media Investment & Partnerships. “Above all, we are driven by helping our consumers navigate through their hectic lifestyles -- be it by phone, online or in magazine adjacencies to their favorite section.”
Users will have access to the mobile site by typing the address into their phone browsers; no sign up is required. The application will provide users with recipes, nutritional information, shopping lists, the ability to save recipes for future use, and the ability to send a recipe to a friend. Users can also send recipes found on MyRecipes.com directly to their Smart Phone. This multi-platform deal also marks the first mobile application for the newly formed Time Inc. Lifestyle Group.
“This partnership with Unilever is the most comprehensive of its kind for the Lifestyle Group,”said Steve Zales, President, Digital, Time Inc. Lifestyle Group. "We are able to showcase one of the division’s premier properties, ’Dinner Tonight,’ in print, online, and for the first time ever, directly on consumers’ mobile phones.”
About Cooking Ligh
Cooking Light is the nation’s largest food and fitness magazine. Each month, nearly 12 million readers turn to Cooking Light and cookinglight.com for innovative recipes, nutrition advice, and food and fitness tips that inspire them to live by the Cooking Light philosophy: eat smart, be fit and live well. Cooking Light is published by a subsidiary of Birmingham, Alabama-based Southern Progress Corporation.
MyRecipes.com features more than 30,000 professionally, kitchen-tested recipes, with hundreds more added each month. Unlike most food sites, all the recipes on MyRecipes.com are tested by food professionals. The company’s 28 test kitchens are designed to replicate home kitchens, and the recipes feature ingredients available at local markets.
Unilever’s mission is to add vitality to life and meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Each day, around the world, consumers make 160 million decisions to purchase Unilever products.
In the United States, the portfolio includes major brand icons such as: Axe, Ben & Jerry’s, Bertolli, Breyers, Caress, Country Crock, Degree, Dove personal care products, Hellmann’s, Klondike, Knorr, Lipton, Popsicle, Promise, Q-Tips, Skippy, Slim-Fast, Suave, Sunsilk and Vaseline. All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs nearly 12,000 people in both the United States and Puerto Rico – generating nearly $10 billion in sales in 2008. For more information, visit www.unileverusa.com.
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