Mazola Corn Oil is launching a digital marketing campaign with Womensforum.com, centered on the brand's being the first sponsor of a new online recipe tool.
The tool, dubbed "Pantry Pal," offers quick recipes for tasty, healthy, low-cholesterol meals that can be created with ingredients already in a household's pantry, with emphasis on dishes that include Mazola Corn Oil and other Mazola products.
"We know that women today are bombarded with the latest trendy diets and so-called healthy options," Mazola Senior Brand Manager Terrence O’Donnell tells Marketing Daily. "WomensForum and the Pantry Pal tool will help us break through the clutter to offer a real solution for busy women and their families.”
The marketing partnership also includes:
*Branded Mazola content integrated into Womensforum.com's online series “The Fit Fix,” produced by its video production arm, Studio 444. The sponsored-content episodes will be distributed across Womensforum.com’s sites.
*Custom branded articles on topics such as budget-conscious ways to prepare heart-healthy meals, accompanied by recipes spotlighting Mazola Corn Oil.
*A branded, custom content "conversational unit" offering shopping lists, tips and solutions for overcoming every-day challenges to lowering cholesterol. The unit will be featured on Womensforum.com's home page, as well as on the main pages of several sections, and will also be targeted to online communities in the Womensforum.com family.
Womensforum.com – which, according to comScore, had 35 million unique monthly visitors as of July -- understood Mazola's brand priorities and positioning and provided critical insights into the digital habits of the target audience, says Bill Puentes, senior director Mazola marketing.
Mazola's media agency, Maxus Global, brokered the partnership.
O’Donnell says that while television and other traditional channels remain important to Mazola, the brand also continues to expand its use of digital programs and platforms, which have seen "great success."