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 Allrecipes.com 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.
As part of the AmazonFresh integration, users can click on the green “Buy this meal now” button on Allrecipes.com 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.