One of Time Inc.’s newest brands now has a launch advertiser.
Well Done, a social video food brand launched in March with already more than 155 million views, has made a deal
with Kraft Heinz Foods Company’s Cracker Barrel Macaroni & Cheese to be the brand’s initial launch advertiser.
In its first eight weeks, Well Done
more than 200 million views on Facebook across Time Inc.’s food portfolio, including Cooking Light, Food & Wine, MyRecipes, Real Simple, Health, People Food, Southern Living
Cracker Barrel Macaroni & Cheese, a line of food which launched last year, will run native integration in several Well Done
videos beginning May
“In addition to providing viewers hacks, snacks, dinner and food giggles, Well Done
offers advertisers new native opportunities, including custom videos and social
programs,” stated Stacey Rivera, digital content director of Time Inc. Food.
produces daily videos of new recipes, food explainers, hacks and food news
geared to a social and mobile audience. Well Done
launches from the MyRecipes Facebook page, whose audience has doubled since 2016.
It is also distributed on social platforms like
Instagram, Snapchat, Twitter and Pinterest.
Following Well Done
’s success, Time Inc. is also debuting The Pretty
, a new standalone social-video brand targeting
millennial and Gen Z beauty fans. The brand will debut this summer. It is sponsored by L’Oréal Paris and Maybelline New York.
This will be followed by two other social
video brands, DIY-focused ReMade to come this fall and wine, cocktail, beer and beverage-focused The Barrel, which kicks off by year's-end.