Well Done leverages the full scope and reach of Time Inc.’s 48 million social followers in the food space, the newly formed Time Inc. Digital Food Desk and the company’s test kitchens and video studios in Birmingham, Alabama.
The new brand offers a daily, video-only slate 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, and it will also debut on Instagram, Snapchat, Twitter and Pinterest channels. Time Inc.’s food portfolio—Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living and Extra Crispy—also are distributing Well Done video across all content channels.
The initiative builds on the company’s success in the food video space, with more than 120 million monthly video views. Well Done also leverages Time Inc.’s expertise in data and personalisation, delivering targeted content directly to the consumer.
“Well Done is a first-of-its-kind food brand for Time Inc., developed to live on our social channels. The team is producing short, dynamic videos with the latest tips and trends we know our audience craves. We see Well Done benefiting from our deep relationships and expertise in the food category, as well as the extraordinary video and social reach of the Time Inc. network,” said Alan Murray, Time Inc. chief content officer.
Well Done is led editorially by Stacey Rivera, director of Time Inc.’s digital food desk and digital content director of Cooking Light and MyRecipes, and Michael Grady, supervising producer for Time Inc.’s Birmingham food studios.
“Time Inc. brands cover all corners of food—recipes, restaurants, celebrity and health,” said Rivera. “We are uniquely positioned to give our audience a trusted and fun food brand and to provide advertisers with new native opportunities, including custom videos and social programs.”
Time Inc. is a member of FIPP.
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