Meredith and Reynolds Content Marketing Deal Targets Millennial Moms (UPDATED)
What: Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith's portfolio of brands. Media is being placed by Havas Media. UPDATE: Sources at Meredith tell Portada that the deal includes a print component in Parents Latina Magazine (English) but none of Meredith's Spanish-language properties (e.g. Siempre Mujer or Allrecipes' Spanish-language site).
Why it matters: The large scale-always-on two-year deal includes the creation, not just the placement, of (native) content. The comprehensive deal does not include Meredith's Spanish-language media, because, according to Meredith, Millennial Moms are the main target of the campaign.
The two-year Meredith-multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units. More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living. The integrated campaign is an extension of Reynolds' popular "Endless Table" Instagram cookbook campaign focused on seasonal entertaining and recipes.
In collaboration with Havas Media, the multi-platform program leverages Meredith Digital's largest portfolio of food sites in the United States with its trusted magazine brands, and incorporates key elements ranging from content creation to video to native units of recipe-relevant tips and geo-targeted shopper marketing units alongside more than 30,000 recipes relevant to Reynolds products.
The program incorporates elements ranging from content creation to video to native units of recipe-relevant tips and geo-targeted shopper marketing alongside more than 30,000 recipes relevant to Reynolds products.
No Spanish-language Specific Component
A spokesperson at Meredith told Portada that the Reynolds-Meredith-Havas deal does not include Meredith properties that target Hispanics in Spanish. However, there is a print component to the program running in Parents Latina magazine which is published in English (UPDATED). It is interesting to observe that the deal does not target the millions of Spanish-dominant consumers in the U.S. through Spanish-language media. This is particularly striking because Meredith in fact owns several Spanish-language digital and print media properties targeting Spanish-dominant Hispanics like Siempre Mujer and Ser Padres. "
This was a program aimed at moms, especially millennial moms, and including Parents Latina enables them to reach this key target," Patrick Taylor, VP Communications Meredith National Media Group tells Portada. He adds, that the program reaches a very broad Hispanic market through Parents Latina which has an audience of 3.5 million millennial Hispanic moms and families, which is a critical target for any marketer.
This was a program aimed at moms, especially millennial moms, and including Parents Latina enables them to reach this key target.
Large Scale and 'Alvays on"
"We're partnering strategically with Meredith to develop a large-scale, 'always on' approach to reach, interact with and inspire our target audience in a manner that mutually benefits both consumers and our brands," said Ken Lane, President of Reynolds Foil and Cooking. "Our program with Meredith continues to drive Reynolds KPIs across the purchase funnel, increasing product awareness, driving increased product usage and helping to expand our industry-leading market share."
"This comprehensive program leverages original content to engage the largest U.S. food audience with video, native, recipe integration and geo-targeted shopper marketing units to boost category awareness and consideration, and demonstrably drive sales for Reynolds," said Marc Rothschild, Senior Vice President, Meredith Digital.