Meredith, Reynolds Partner On Custom Content Campaign

Meredith has announced a partnership with Reynolds Consumer Products, the brand behind the iconic aluminum foil.

The two-year, multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units.

More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living.

“We leveraged all of our assets to introduce Reynolds’ core products to our consumers,” Marc Rothschild, SVP of Meredith Digital, told Publishers Daily.

For example, a video on Allrecipes.com on how to make "Grilled Strawberry Shortcake with Sweet Cream" features Reynolds Wrap Aluminum foil to line a baking pan. A recipe by Reynolds Wrap on the same Web site calls for squares of the brand’s foil to bake Sage-Roasted Market Fruit.

The partnership, which is also a collaboration with media marketing company Havas Media, “introduces Reynolds products to consumers at a time when they are reading about content tangentially related to Reynolds products,” Rothschild said.

Brian Kightlinger, vice president of Meredith Corporate Solutions, told PD that Meredith’s content “leads to commerce.”

“Our focus is on content that engages and moves consumers down the purchase tunnel. Being able to take people from awareness to inspiration to purchase was key,” he added.

In a statement, Rothschild said many companies are taking a similar route of “consolidating budgets with partners that can provide them with cross-platform, end-to-end solutions that drive ROI.”

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