Halo Top Ice Cream and FX Are the First Brands to Back Gay Dating App Grindr’s New Digital Magazine

After quietly rolling out a digital publication earlier this year, Grindr is making its push into digital media official today with the launch of lifestyle site Into, which it hopes will attract ad dollars from brands looking to advertise around LGBTQ content.


Into launched in March as part of a move to broaden Grindr’s brand beyond a dating app for gay men. In March, Zach Stafford was hired as editor in chief and the publication is now a stand-alone site that attracted 2 million monthly unique visitors in beta, according to Grindr. In addition to the site, Grindr’s app has 3 million daily users. Going forward, Into’s traffic will be tracked by measurement companies like comScore.

Read more at AdWeek: http://www.adweek.com/digital/halo-top-and-fx-are-the-first-brands-to-back-dating-app-grindrs-new-digital-magazine/

Chobani Refocuses Marketing and Sales Around Demand Creation

Ten years ago, newcomer Chobani was excited when a small Long Island grocer became the first to stock its Greek yogurt. Then came another. And another.


Now, as a $1.5 billion giant with the country’s single leading yogurt brand, Chobani wants to dominate even further and unseat Dannon as the largest U.S. yogurt maker. To help, Chobani is rolling out a new organizational structure focused on what its chief marketer calls demand creation. Sales, marketing, insights, product innovation and other areas, which were largely separate, are now housed in one demand department as Chobani aims to do more with more speed and agility.

Read more at AdAge: http://adage.com/article/cmo-strategy/chobani-refocuses-marketing-sales-demand-creation/310004/

Annie’s Foods Come Alive in Brand’s Whimsical Broadcast Debut

Brand Goes the Cute Route to Tell Its History

Annie’s, the packaged food maker known for kid favorites such as organic macaroni and cheese, is out with its first TV campaign, which gives a brief history lesson on the rise of organic foods.

“Thirty years ago, kids ate what was yummy and moms didn’t say no,” a voiceover says as animated macaroni, lollipops, cookies and other foods with stick-figure limbs play outside in a 30-second spot.

Read more at: Creativity-Online: http://creativity-online.com/work/annies-homegrown-the-story-of-annies/52392

Baking Ingredients Sing to Paul McCartney in Channel 4’s ‘Great British Bake Off’ Trailer

Fans Are Divided Over Surreal Stop Motion Film.

Channel 4’s acquisition of “The Great British Bake Off,” one of the U.K.’s top-rated TV shows, was not without controversy — three out of the four hosts left as a result, and fans remain skeptical about new hosts including surreal comedian Noel Fielding.

The broadcaster has a lot of work to do to win the viewing public over to its new version — and with the first trailer to be revealed for the show, a delightful animated film by 4Creative that features a plethora of singing, animated baked products, it’s bound to please some.

Read more at Creativity-Online: http://creativity-online.com/work/channel-4-the-great-british-bake-off-trailer/52389

How Taco Bell stokes the flames of fan love

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Tough feedback is a way for a brand – especially in the hyper-competitive category – to improve. However, the trials and tribulations of McDonald’s, for example, offer a glimpse into the razor-thin line between contributing to culture and simply co-opting it in awkward ways.

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