Allrecipes.ca gets cooking with brand ambassadors

Popular home cooks to integrate brand partners into their recipes

Allrecipes.ca has named 30 of its more popular home cooks as brand ambassadors as part of a way to integrate brands into their recipes.

“What we’ve done is selected a very highly engaged group of home cooks,” says Shannan LaMorre, vice-president, Olive Elite+ at Olive Media, Allrecipes’ sales arm in Canada. “By working with them we can work with brands to review, prepare and photograph some of their recipes.”

The “Canadian All-stars” are “the extreme of engaged” and post, review, talk, blog and photograph more recipes than anybody else on the site, she says. They represent Allrecipes “to the nth degree.”

LaMorre says a similar brand ambassador program on the American version of the site “has been very successful and several major CPG brands have come back several times.”

The Canadian version of the program was tested in a trial run in which the brand ambassadors baked butter tarts. Ratings of butter tarts increased by 62% over the trial run’s three week period. “It goes to show you the value of these home cooks,” she says. “I think (the advertisers) are going to get a big lift in their performance.”

The brand ambassadors are volunteers and will only receive branded products from sponsors for use in their recipes.

LaMorre says Allrecipes is the number one food site in Canada. The English-language version of the site has just under 4 million unique visitors per month, according to Comscore numbers.

Allrecipes is currently looking for a launch sponsor. “Typically, we’d like to do a recipe integration – that’s what the site’s about.”

Add a comment

You must be to comment.

Media Articles

30 Under 30 is back with a new name, new outlook

No more age limit! The New Establishment brings 30 Under 30 in a new direction, starting with media professionals.

As Prime Minister, Kellie Leitch would scrap CBC

Tory leadership hopefuls are outlining their views on national broadcaster's future

‘Your Morning’ embarks on first travel partnership

Sponsored giveaway supported by social posts directed at female-skewing audience

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Netflix debates contributions with Canadian Heritage

Netflix remains wary of regulation as some tout 'Anne' and 'Alias Grace' partnerships

Canadians warm up to social commerce

PayPal and Ipsos research shows "Shop Now" buttons are gaining traction

Online ad exchange AppNexus cuts off Breitbart

Popular online ad exchange bans site for violating hate speech policy

Robert Jenkyn is back at Media Experts

Former Microsoft and Globe and Mail exec returns to the agency world

2016 Media Innovation Awards: The complete winners list

All the winning agencies from media's biggest night out!