NEW YORK--(BUSINESS WIRE)--Time Inc. (NYSE: TIME) today announces that the Kraft Heinz Foods Company’s CRACKER BARREL Macaroni & Cheese has signed on as the initial launch advertiser of Well Done. Well Done is a new social brand created for the millions of food lovers who consume and share videos about the latest food trends, news, how-tos and recipes via the social ecosystem. In its first eight weeks, Well Done has driven more than 200 million views on Facebook across Time Inc.’s food portfolio including Cooking Light, Food & Wine, MyRecipes, Real Simple, Health, People Food, Southern Living and Extra Crispy.
CRACKER BARREL Macaroni & Cheese Classic and Oven Baked varieties will run native integration in several Well Done videos beginning on May 25. “In addition to providing viewers hacks, snacks, dinner and food giggles, Well Done offers advertisers new native opportunities, including custom videos and social programs. We couldn’t be happier that Kraft Heinz has signed on to sponsor this new platform,” said Stacey Rivera, Digital Content Director, Time Inc. food.
“We launched Cracker Barrel Macaroni & Cheese last year to take America’s favorite comfort food to a new level. Our partnership with Well Done enables consumers to discover new, flavorful ways to enjoy the bold taste of our products,” said Jessica Gilbertson, head of meals at Kraft Heinz.
Well Done offers a daily, video-only slate of innovative 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 is also on Instagram, Snapchat, Twitter and Pinterest.
The initiative builds on the company's massive success in the food video space, with more than 120 million monthly video views across its food portfolio. At the company’s NewFronts presentation, Time Inc. unveiled three new all-social video brands to launch this year: The Pretty, which is geared for a millennial and Gen Z audience passionate about beauty; ReMade from Real Simple for those who love DIY and home hacks; and The Barrel from Food & Wine about the culture of drinking. Well Done also leverages Time Inc.’s expertise in data and personalization, delivering targeted content directly to the consumer.
Well Done is led editorially by Stacey Rivera, Digital Content Director, Time Inc. food and Michael Grady, Supervising Producer for Time Inc.’s Birmingham food studios.
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 170 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as approximately 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.
ABOUT THE KRAFT HEINZ COMPANY
The Kraft Heinz Company (NASDAQ: KHC) is the fifth-largest food and beverage company in the world. A globally trusted producer of delicious foods, The Kraft Heinz Company provides high quality, great taste and nutrition for all eating occasions whether at home, in restaurants or on the go. The Company’s iconic brands include Kraft, Heinz, ABC, Capri Sun, Classico, Jell-O, KoolAid, Lunchables, Maxwell House, Ore-Ida, Oscar Mayer, Philadelphia, Planters, Plasmon, Quero, Weight Watchers Smart Ones and Velveeta. The Kraft Heinz Company is dedicated to the sustainable health of our people, our planet and our Company. For more information, visit www.kraftheinzcompany.com.
