USA: Betty Crocker, Hershey's renew long term online ad campaigns with Allrecipes.com
SEATTLE--(BUSINESS WIRE)--Allrecipes.com®, the leading online meal planning and recipe resource renews their advertising campaign contracts for a second year with two of the world's largest food companies: Betty Crocker and Hershey's.
In 2001, Allrecipes.com provided customized integrated branding campaigns for many of the world's largest consumer packaged goods (CPG) companies. Now with 2002 just around the corner, two of the leading CPGs are demonstrating their commitment to Allrecipes.com's innovative online solutions by allocating substantive portions of their ad dollars to the meal planning and recipe destination. While the overall effectiveness of banner ads on the internet continued to decline and traditional online ad arrangements have remained stagnant, Allrecipes.com's integrated approach continues to deliver impressive results for CPGs.
The decision for Hershey's and Betty Crocker to renew their contracts was driven primarily by the companies' overall desire to continue building upon their established one-to-one relationships with brand-finicky homecooks. That said, a variety of additional factors contributed to securing the renewed commitments. First, Allrecipes.com continues to be the leader of the worldwide on-line food space, attracting 3.5 unique visitors to the site in November. Second, the site's unique brand-interaction vehicles specialize in being permission-based, immersive and topical as opposed to the current trend of interruptive advertising gimmicks- making them unmatched in the industry. And third, Allrecipes.com has successfully delivered results for over a year while maintaining the required flexibility to meet and exceed the CPG companies' individual brand objectives.
Allrecipes.com's innovative advertising approach strategically integrates CPG brands with targeted selections of Allrecipes.com content in a timely and meaningful manner. By allowing consumers to fully experience food industry brands in a trusted and relevant online environment, the participating CPG companies are, in turn, able to provide valuable solutions to consumers' most immediate problem -- preparing that evening's or week's meals. Furthermore, Allrecipes.com's unique insights, customized reports and comprehensive post-campaign analysis have proven valuable to the CPG companies and further solidify Allrecipes.com's position as a market research resource.
Allrecipes.com (www.allrecipes.com) is the leading community-based Web site offering unique food ideas and valuable meal-planning resources, including recipes, grocery savings, meal ideas, food preparation tips, nutrition analyses, shopping lists and recipe-scaling tools, culinary wares and news. Founded in August 1997, Allrecipes.com makes cooking, learning and shopping easy and fun for the novice to the experienced cook, and provides unique marketing services platform for the food industry. Allrecipes.com offers tens of thousands of user-submitted and third-party recipes; a free, semi-monthly e-mail newsletter, RecipeNotes; and an online marketplace featuring kitchenware and specialty food. Based in Seattle, Washington, Allrecipes.com has been featured in countless high-profile television and print features, and has received numerous accolades and awards.
Allrecipes and Allrecipes.com are registered trademarks of Allrecipes.com, Inc. All other names are trademarks and/or registered trademarks of their respective owners.
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