From a March 2019 Profile of ATK By CBS News Sunday Morning

Food media brand America's Test Kitchen (ATK) has named Boathouse as its performance marketing agency of record, the companies confirmed today.  

The selection came after a formal review.  

ATK said it will be targeting new platforms such as Reddit and TikTok to attract more “foodie” consumers to its core audience of home cooks.   

Boathouse will be utilizing AI performance platforms to optimize campaigns.   

A major part of the remit is data analytics in a bid to broaden tactics, evaluate channels, and “transform our audience across markets,” the company said.  

The pandemic spurred significant growth for ATK as consumers sought advice for cooking well at home. And the brand is betting it can sustain post-pandemic growth as consumers continue to cook more at home as a hedge against inflation.   

“It's our goal to make sure the American home cook knows we are here to help them grow their skills and confidence in the kitchen whether they're just starting to cook or are total pros,” said Lee Boykoff, ATK’s Chief Marketing and Data Officer.  

“As we invest in accelerating growth at America's Test Kitchen we need a strong team of specialists to join up with our powerhouse marketing and analytics team and Boathouse is clearly that standout partner we hoped to find.” 

Founded in 1992, Boston-based ATK includes TV shows (America’s Test Kitchen, Cook’s Country and America’s Test Kitchen: The Next Generation), magazines (Cook's Illustrated and Cook's Country), cookbooks, a podcast (Proof), and more.