Allrecipes, Hidden Valley Team For AmazonFresh Integration

Hidden Valley is Allrecipes‘ first advertising partner to use the site’s AmazonFresh integration.

Here is how it works: a user of Amazon’s grocery delivery service can find a recipe on and click to purchase ingredients, such as meat, fruits and veggies, frozen and packaged food items. The order can be delivered on the same day, in available markets.

hidden valley ranch

As part of the AmazonFresh integration, users can click on the green “Buy this meal now” button on and all ingredients in a recipe get added to a user’s AmazonFresh cart.

Now, when a recipe calls for bottled ranch or dry dip mix, a Hidden Valley Ranch product will get automatically added to a user’s AmazonFresh shopping cart.

“Our partnership with AmazonFresh changed the game for millions of home cooks. Making the technology available to our brand partners is the next important step in changing the way home cooks discover, plan and shop for their meals,” stated Corbin de Rubertis, vice president of digital innovation at the digital arm of Allrecipes parent company, Meredith Corp.

Users can opt to switch to a different brand if they wish, but the idea is that this partnership means consumer packaged goods brands like Hidden Valley can get their products in users’ shopping carts over other brands.

The Hidden Valley campaign will also incorporate Meredith’s full suite of shopper-marketing solutions, including Meal Planner cards, media ads, geo-targeted offers and the “May We Suggest” native recipe integrations, which will recommend Hidden Valley Ranch products to go with Allrecipes’ most popular pizza recipes.

Allrecipes’ AmazonFresh integration launched in November. It has rolled out to all of Allrecipes’ top recipes.

The number of people who can use the AmazonFresh integration depends on market availability, but Meredith says it is currently available to more than 28 million homes across the country.

Allrecipes has 80 million users worldwide and 1.5 billion annual visits.

from Media Post:

Sabra’s hummus gets a new jingle from The Martin Agency

Hummus marketer Sabra Dipping Company is kicking off a new campaign from The Martin Agency that includes a catchy new jingle that expresses what the company calls the “food joy” of hummus lovers.

sabra hummus

According to the company the refrain of the campaign’s jingle–“I just had Sabra hummus and now I feel good!”–is inspired by consumer feedback about the brand.

Judge for yourself how catchy the new jingle is here.

“We live in a culture of food enthusiasm, and hummus lovers are particularly passionate about expressing their love for this plant-based dip,” said Sara Braca, marketing director for Sabra Dipping Company.

“The campaign,” Braca added, “celebrates the feelings hummus fans articulate about why they love our brand. For some it’s about sharing something better for you, for others it’s about staying satisfied during a busy day, but for everyone it comes down to the joy of not having to compromise – the ability to savor fantastic flavor and feel great about your choice.”

The national broadcast, print and digital campaign, called “Feel Good Food,”debuts March 12 with :15 and :30 spots portraying Sabra fans so pleased to be enjoying Sabra hummus that they are compelled to sing its praises and then hold it close to their heart.

Fully integrated digital, PR, social and experiential activations will deliver campaign messaging across platforms. The intended takeaway: If you eat Sabra, you know you will feel good.

“Sabra is known for inspiring a fresh way of eating flavorful, feel good food,” said David Muhlenfeld, vice president, creative director for The Martin Agency, who is credited as the “mastermind” behind the new jingle. “Feel good food is food that doesn’t compromise. It tastes better and is better for you.”

from Media Post:

Burger King wins global recognition for ad campaigns

Burger King is ranked the number one brand and Unilever is the number one advertiser in the 2018 WARC 100, an annual global index of the world’s top marketing campaigns and companies based on their business impact.

Burger King Awards

Burger King improved its ranking by 30 places to reach the top brand for effectiveness, with the “McWhopper Proposal” campaign in the top 10 and “Backyard Burger King” in the top 100. Unilever was the most effective advertiser for the third time, having previously held this top position in 2015 and 2014. Unilever has four campaigns in the top 100.

The top-ranked campaign globally, “Dads #ShareTheLoad” by BBDO India for Ariel Matic, Procter & Gamble’s premium laundry detergent brand, built on its previous “Share the Load” campaign by persuading dads to do more laundry in order to promote gender equality. Ariel Matic generated a 42% increase in unaided brand awareness, $12.3 million in earned media coverage, and conversations on social media and sales growth in excess of previous campaigns.

BBDO Worldwide remains the most awarded network for the fifth year in a row, having retained this rank since WARC 100 began in 2014. Its agencies contributed to four of the top 10 campaigns and 19 of the top 100.  For the second time, Omnicom Group is the most awarded holding company, having previously held top position in 2014. Omnicom Group owns four of the top 10 agency networks.

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