Reynolds Wrap Aluminum Foil parent, Meredith team up to target foodies

The partnership is an extension of Reynolds' Endless Table Instagram cookbook campaign, which is focused on seasonal entertaining and recipes.

NEW YORK: Meredith Corporation is partnering with Reynolds Wrap Aluminum Foil parent Reynolds Consumer Products to create and distribute native custom content to engage consumers across Meredith’s portfolio of brands.

Its titles include Better Homes and Gardens, Parents, Shape, and AllRecipes.com. 

The partnership is an extension of Reynolds’ Endless Table Instagram cookbook campaign, which is focused on seasonal entertaining and recipes. Reynolds launched the campaign last year, working with Meredith and AllRecipes.com to target groups such as foodies.

Havas Media is working on communications for the two-year-long marketing and digital program. The partnership combines Meredith Digital’s portfolio of food websites in the U.S. with its magazine brands and incorporates elements such as content creation, video, and native units of recipe tips and geo-targeted shopper marketing units alongside more than 30,000 recipes relevant to Reynolds products.

The integrated campaign will include Reynolds food packaging and cooking products, such as its aluminum foil, brand parchment paper, oven bags, and slow cooker liners.

Ken Lane, president of Reynolds Foil and Cooking, said in a statement that the brand’s partnership with Meredith "continues to drive Reynolds KPIs across the purchase funnel, increasing product awareness, driving increased product usage, and helping to expand [Reynolds’] industry-leading market share."

Representatives from Meredith and Reynolds were not immediately available for comment.

Meredith’s National Media Group reaches a multichannel audience of 220 million consumers monthly. It serves 102 million American women, including 72% of U.S. millennial women, the company said in a statement.

The media company’s marketing arm, Meredith Xcelerated Marketing, has previously worked with brands including Kraft, Lowe’s, and Chrysler.

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