Pacific Magazines has announced its fresh partnership with what is being touted as the “world’s number one digital food brand”, Allrecipes.
The Australian/New Zealand partnership extends between Pacific Magazines and the Meredith Corporation USA, with existing brands including Better Homes and Gardens, Diabetic Living, Family Circle and mywedding.
Allrecipes is a global multi-platform brand serving 24 countries in 12 languages, with the site snagging over 1.3 billion visits annually from home cooks who connect online and share recipes, ideas, practical tips and every day or occasion meal solutions. Allrecipes ranks in the top three food and cooking brands in Australia.
“Allrecipes is centred on creating innovative experiences that address a new generation of Australian and New Zealand home cooks – with highly-targeted commercial partnerships that connect brands with valued food audiences as they shop, cook and share daily meal experiences,” Allrecipes senior director of international revenue operations Larisa Sheckler said.
User-generated content gives Allrecipes a unique approach, with cooks on the site sharing recipes, reviews, photos and building on ideas with recipe tweaks, diet and taste adaptions. Australian Allrecipes editors act as native consultants, curating user content including videos, hacks, how-to’s and galleries.
“From the New Idea Test Kitchen through to that’s life!, Better Homes and Gardens, Family Circle and beyond, our brands have been delivering mouth-watering content to Australian home cooks for decades,” Pacific Magazines CEO Peter Zavecz said.
“Now, our partnership with Meredith allows us to also bring to the table the world’s leading digital food brand, creating an unrivalled food portfolio for Pacific.
“Allrecipes fits with our business model on a number of levels. Not only does it embed our winning partnership with a leading global player in Meredith, but it puts data front and centre of our decision-making to deliver audiences and clients more of what they want.”