Reynolds is building on its success on Instagram with the Endless Table campaign to have Meredith produce video, native units of recipe-relevant tips. Mobile accounts for 60 percent of traffic to Meredith?s digital food portfolio, which includes Allrecipes, Better Homes and Gardens and Martha Stewart Living, positioning the program to help Reynolds reach on-the-go consumers when they are planning what to cook or at the store ready to make a purchase. 

?Being able to showcase natively how Reynolds products can be used by consumers day-to-day provides editorial value to our consumers coming to us for food advice, and therefore drives brand value for Reynolds,? said Marc Rothschild, senior vice president of Meredith Digital.

?Mobile is core to everything we do at Meredith Digital,? he said. ?Sixty percent of our consumers are coming to us on a mobile device, whether they are about to go grocery shopping and looking for inspiration or they are making their dinner and on their phones to view step-by-step instructions. 

?And, in fact, a large percentage are actually standing in stores and coming to us for advice. These are just some of the mobile use cases, and being able to provide consumers guidance at these points drives value for them, and also drives usage occasions and sales for our brand partners.? 

The program is currently live in market for Reynolds Wrap and will launch with parchment paper and slow cooker liners in the fall. 

On certain food pages, Meredith is pairing Reynolds products alongside specific food content using its proprietary shopper-marketing platform that it purchased last year. As a result, Meredith can suggest to consumers who are about to bake cookies that they can use Reynolds brand parchment paper. For consumers who are about to throw a party or are frequently entertaining, Meredith can remind them to have Reynolds Wrap aluminum foil available for their leftovers.    

The native and editorial custom content being produced by Meredith for Reynolds will appear alongside more than 30,000 recipes relevant to the marketer?s products across Meredith Digital?s portfolio of food sites as well as its print magazine brands. 

Reynolds is leveraging Meredith?s content, scale, proprietary data, technology platforms and experience to engage its target audience at scale and across channels.  

Havas Media is a partner in the program. 

 

Reynolds reports that its work with Meredith is driving key performance indicators, increasing product awareness, driving increased product use and helping to expand the brand?s market share.

The new program is an extension of Reynolds? ?Endless Table? Instagram cookbook social campaign focused on seasonal entertaining and recipes.

The strategy is an example of the strong interest in delivering marketing messaging that has immediate value for consumers in an unobtrusive manner. 

?The entire Meredith Digital experience is cross-platform, ensuring that our food audience is provided with a great experience no matter the device from which they access our brands,? Mr. Rothschild said. 

?We are integrating Reynolds into Martha Live on Facebook,? he said. ?On devices, Reynolds is surrounding summer grilling content on recipe ? and other food content ? pages that are primarily accessed on devices. Native promotional units distributed across Meredith Digital are providing access to the native and editorial content.?