Food Network Canada is serving up a refreshed version of FoodNetwork.ca, allowing foodies to more easily engage with site content and each other.
In addition to a cleaner design and improved search functions, the site also boasts a new members-only interactive community and more robust video library.
Esthetics and usability were at the forefront when designing the new site, said Paul Burns, vice-president, digital media, Canwest Broadcasting, which owns and operates Food Network Canada.
“The brand… deserved so much more than what we were giving it in the past,” said Burns. “We have rabid fans… We wanted to make it simple and easy for them to find the content they’re looking for.”
The membership system allows users to create a profile and engage with other community members. They can save, share, rate and swap recipes with other members and upload photos of their own culinary creations.
The community is user-initiated, allowing members to add friends and even network chefs and writers at will, said Burns, who referred to it as “Facebook for food.”
The site, which went live yesterday, also incorporates how-to videos from on-air personalities that accompany select recipes. Users can also comment on the recipes, shows and chefs.
With the inclusion of more videos, advertisers have been provided with increased opportunities to run pre- and mid-roll video ads, said Burns.
The revamp also provides advertisers with increased advertorials, custom sponsorship packages across online and TV content, and seasonal guide sponsorships opportunities.
Molson has sponsored a section that features recipes using its low-calorie Molson Canadian 67 brand, and includes a banner and box ad.
“It’s nicely tied in to all areas of the site, more so than just a logo,” said Burns. “This is us actually co-creating content with a partner.”
Sport Chek, Capital One, Tarion, Herbal Magic, Tide and Smucker’s also currently advertise on the site.
Users can also follow FoodNetwork.ca through social media sites including Facebook, Twitter, YouTube, FriendFeed and Flickr.
Food Network Canada is promoting the spot in its online newsletter, on air, across Canwest sites and the AOL Advertising.com ad network.
