Hidden Valley Freshens Marketing with AllRecipes Deal
Hidden Valley Ranch has become the first packaged goods advertising partner to utilize a new online integration between Allrecipes.com and AmazonFresh. Now, when Allrecipes members click on recipes requiring dips or salad dressing, Hidden Valley products are automatically added to their shopping carts for same-day delivery.
Orchestrated by media giant Meredith Corp., the marketing partnership also includes Meredith’s full suite of shopper marketing solutions, including meal planner cards, rich media ads, geo targeted offers and “May We Suggest” native recipe integrations that recommend Hidden Valley Ranch products as a complement to Allrecipes’ popular pizza recipes.
Unveiled in November, the Allrecipes.com/AmazonFresh liaison features AmazonFresh as a retailer embedded within Allrecipe’s top recipes. The deal lets users immediately purchase a recipe's ingredients and have them delivered that day through AmazonFresh’s home grocery delivery service.
“Our partnership with AmazonFresh changed the game for millions of home cooks,” said Corbin deRubertis, vice president of digital innovation at Meredith. “Making the technology available to our brand partners is the next important step in changing how home cooks discover, plan and shop for meals.”
Added Brian Steinbach, Hidden Valley’s marketing director, “We’re excited to be the first brand to use this technology to promote relevant product to home cooks, the moment they need them, in a seamless way.”
According to Nielsen, e-commerce will be responsible for more than 90% of CPG growth over the next three years. In its October "Holiday Cooking and Entertainment" survey, Allrecipes noted that home cooks are 33% more likely to take advantage of online grocery services than those who do not visit the site.
Allrecipes claims to be the world's largest digital food brand, with 80 million users worldwide and 1.5 billion annual visits. The site has long incorporated grocery shopping functionality, including geo-targeted offers from retailers nationwide. Allrecipes is one of the first major food brands to collaborate with AmazonFresh in this way.
Under the AmazonFresh/Allrecipe partnership, shoppers who select AmazonFresh as their grocery retailer have the option to send all the ingredients needed to prepare a recipe to an AmazonFresh shopping cart, which will also contain product and pricing details. Allrecipes curates the brands selected for each ingredient. Once on the AmazonFresh landing page, consumers can change any food brand in their cart and select their preferred delivery time — as early as same-day.