Tasty Steps Into UGC with "Today" and Campbell's Soup

The initial results of this big shift in mainstream media planning and buying are already looking like home runamp160amp160quotWe believe that the scale and speed of Tasty will helpamp160us connect big topoffunnel media to programs contests sweepstakes and shopper marketing more quickly and effectively than traditional approachesquot said Ashley McCollum Tasty39s General ManagerquotWe were excited about this partnership as it was a firsttomarket opportunity harnessing the reach scale and audiences of both Today and BuzzFeedquot said Amy Benford Associate Director Campbell Soup Companyamp160 quotWhile we have worked with both partners in the past this was the first time that we have all come together to share creativity and execute a branded programquotIn a new campaign consumers are invited to enter their recipes to the Today Food Clubamp160 Tasty will turn three winning recipes into their signatureamp16060second videosamp160 The Campbell39sbranded videos will then be featured on Tasty39s Facebook page on Todaycom and on Today39s popular online Food ClubWith more than 65 billion views of its trademarked cooking videos and 90 million Facebook followers Tasty is the world39s largest social food network Millions of people already upload photos and videos to the Facebook page showing themselves preparing Tasty recipesamp160 quotWe are only just beginning to capture the real value of this engagementquot McCollum saidamp160 quotBut we39re confident that through this campaign we can better leverage this organic massive realworld engagementamp160 This new firsttomarket campaign feels low risk because we know our segments are really strong in linear terms But we39re really just scratching the surface of what we39re certain Tasty can do to connect fullfunnel advertisingquotTasty has seen interest from other advertisers and brand partners in every category McCollum noted but especially tech telco auto and insuranceamp160 quotI think that39s because they want to be associated with our brand and they want access to our scalequot she notedamp160 quotThey know that when Tasty publishes a recipe or a video people actually take action in their real lifeamp160 That39s just a great KPI whether you39re in CPG or some other categoryquotA Natural FitquotLook at the domination of Tasty videos online and see what a massive impact they39ve hadquot Trevor Fellows Executive Vice President Digital Sales and Partnership at NBCUniversal saidamp160 quotThis is just a natural fit with the Today programamp160 This new campaign is an editorialled project which could build into advertising rather than building it the other way aroundquotamp160 For Campbell39s he added quotit39s authentic and really resonates with their brandquotMcCollum explained that research shows quotTasty is driving people to grocery stores at massive scale to buy our products and other products that we recommendamp160 I don39t think other brands in the space have the scale or the audience engagement to do thatquotFellows agreesamp160 quotIt really brings out the best in both of our audiencesquot he saidamp160 quotI think there is enormous opportunity for us to do some innovative things togetherquotBrands are increasingly fascinated with the idea of bringing UGC into advertising but it39s often a heavy lift for them Fellows notedamp160 quotUGC content quality as you know can be highly variablequot he saidamp160 quotWhat39s attractive about this idea is that it39s brand safeamp160 It involves two great media icons Tasty and Todayamp160 So I don39t know that you39ll see many other bands do anything that39s probably quite as turnkey or as connected as thisquotAdvertisers are looking for things that are truly real Fellows addedamp160 quotIn this case we know that people will create their own content and send it to us because they39re proud of the recipe they madeamp160 There39s an emotional connection there because food is a deeply deeply resonant topic particularly around this time of yearquotCampbell39s will be featured on Todaycom and on a custom Campbell39s branded Today Food Club pageamp160 While there is no benchmark on the campaign Fellows concurs with McCollum39s confidenceamp160 quotToday is anticipating deep audience engagementquot he said noting that in addition to the number of recipes that are submitted quotit also will be fascinating to see the quality of the food in the recipesquotTasty already has had great success with Today in promoting each other39s channels back and forth McCollum saidamp160 Tasty and NBCUniversal are partnered in several other projectsamp160amp160Today launched the new segment with Tasty on Sunday Night Footballamp160and the two also will work together on the Olympics and the World CupRealLife ImpactTasty can connect topoffunnel media to bottomoffunnel activation McCollum maintains because their research shows that 67 percent of the Tasty audience actually makes the recipes and more than 50 percent of the audience makes a Tasty recipe regularly or once a monthamp160 quotWhen we publish a video and tell people to do something they actually go out and do it in real lifequot she saidamp160 quotThey get in their cars drive to the stores to buy ingredients and kitchen supplies and come home and make it for their friends and familiesamp160 Increasingly they39re using our own Tasty products like the Tasty One TopquotMcCollum notedamp160that there is increasing interest outside Tasty39s core food and beverage verticalamp160 quotTasty has tapped into something that isn39t just about food in the same way MTV wasn39t just about musicquot she saidamp160 quotAnd that is a deeper understanding of human connection on the internetquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc 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Tasty Steps Into UGC with "Today" and Campbell's Soup

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Tasty Steps Into UGC with "Today" and Campbell's Soup

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