AOL Canada believes it has discovered a new recipe for success in the heavily trafficked lifestyle vertical with the launch of its latest product, Kitchen Daily Canada.
Kitchen Daily Canada features recipes and videos.
An offshoot of the U.S. Kitchen Daily site that launched two years ago, Kitchen Daily Canada features a blend of Canadian-created content along with what Rashida Jeeva, AOL Canada’s GM of brands, described as “relevant” content from its sister site.
“Our winning formula is when we add full Canadian content where it is the dominant experience, but if there is anything from the U.S. that resonates with our audience we’re able to use that as well,” said Jeeva.
Kitchen Daily Canada is the newest addition to the popular lifestyle and food vertical, which attracts more than 9.6 million Canadians each month, according to the latest numbers from comScore.
Catering to the home cook, Kitchen Daily Canada offers a blend of videos, expert tips, recipes and tools. It features contributions from several Canadian blogs, including Clockwork Lemon (baking), My (Mostly) Healthy Life (paleo and gluten-free recipes), Global Dish with Stephanie Arsenault (professional recipe developer and photographer) and Art and the Kitchen (homestyle recipes from Alberta).
The site caters to adults 25-54 who love to cook, with recipe content that ranges from quick-and-easy after-work meals to dinner party fare.
The PepsiCo Canada brand Pure Leaf Real Brewed Tea is launch sponsor for Kitchen Daily Canada, with a deal granting it site exclusivity for the first month. The campaign will feature display ads (including AOL’s signature 300 by 1050 interactive Devil ad format) augmented by sponsored content developed by AOL’s custom content team.
Beginning next month, Kitchen Daily’s extensive curator network—which includes renowned Canadian chef Susur Lee—will work to create client-specific content. Contributors are sent items from the client’s product line and invited to create recipes and other ideas around the brand while incorporating it into their daily life.
Other offerings in AOL’s suite of lifestyle brands include StyleList Canada and HuffPost Canada Style. Collectively, its lifestyle properties attracted 3.3 million monthly unique visitors in April, a 52% increase over the previous year.
