• Brandweek, Wednesday, May 6, 2009 9:30 AM

Like many in the packaged-goods arena, Unilever has been challenging it's main publishing partners to take campaigns beyond their magazines. Publishers must offer advertising solutions that thrive beyond the print world, says Unilever's North American media director, Rob Master. "We tell them, 'Don't just come back with a bunch of insert pages.' They have terrific assets, whether it be mobile or digital, and we want to leverage those."

Times Inc. is addressing the challenge with the "Dinner Tonight" initiative. Unilever will advertise seven of its brands monthly in Cooking Light and daily at MyRecipes.com. Under the agreement, Ragu, Hellmann's, Country Crock, Wish-Bone and other brands will be promoted with advertorials and adjacent ads. Issues of Cooking Light also will include in-book, recipe-themed shopping lists.

Online, Cooking Light editors explain how to incorporate the brands into different recipes in a series of Web videos. Unilever products also will be integrated into recipes on MyRecipes.com.

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