RDA taps RF Binder for food, entertaining sector

NEW YORK: The Reader's Digest Association (RDA) hired RF Binder as AOR for its Food & Entertaining Affinity division. The firm, which came on board February 6, is focusing on raising the brands of outlets Every Day with Rachael Ray, Taste of Home, and Allrecipes.com.

NEW YORK: The Reader's Digest Association (RDA) hired RF Binder as AOR for its Food & Entertaining Affinity division. The firm, which came on board February 6, is focusing on raising the brands of outlets Every Day with Rachael Ray, Taste of Home, and Allrecipes.com.

RF Binder will promote the consumer readership of RDA's food and entertaining titles to trade media outlets, as well as the ad and marketing communities, said Suzanne Grimes, president of the Food & Entertaining Affinity. Specific efforts have yet to be planned, she said.

“All of [the division's consumer success] have not been pulled together and told to the media and marketing communities, even... as they have been... well embraced on the consumer side,” she said. “The strategy is to pull it all together and show to the trade side of [the media] what we now have... to share.”

The campaign will also seek to brand the division's outlets as a practical, food-information destination, as opposed to a foodie source, said Atalanta Rafferty, executive MD at RF Binder.

“In this economic environment, [marketers] are trying to figure out how to reach... consumers that are at home cooking with a message that is less foodie and more everyday,” she said. “What [all three titles] have in common, and what an integrated program can bring a brand, is reaching consumers who are... looking to spend time cooking at home.”

Grimes, who oversaw the procurement process, hired RF Binder after it was referred for its work with food and media brands. There was no incumbent.

The agency will collaborate on strategy with three firms working with individual titles. Coburn Communication works with Every Day with Rachael Ray; Krupp Communications will tout Taste of Home; and CarryOn Communications works with Allrecipes.com.

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