Food-focused social media brand will broaden awareness in Australia and New Zealand.
The Meredith Corporation has partnered with Australian media company Pacific Magazines to expand the Allrecipes brand in Australia and New Zealand.
Under the multi-year agreement, Pacific will lead a variety of client and consumer-facing activities, including advertising sales and marketing. Pacific will also use its local media properties to promote, expand and monetize Allrecipes throughout the region.
“We’re delighted to be working with such a high quality partner to grow the Allrecipes brand in the Australia and New Zealand markets,” says Stan Pavlovsky, president, Allrecipes. “Together, we will lead the creation of innovative digital experiences that uniquely address the interests and needs of Australian and New Zealand home cooks, while offering powerful solutions that connect the world’s leading consumer brands with these highly valued consumers as they shop, cook and share daily meal experiences.”
In addition to Pacific’s initiatives, Allrecipes will lead all site innovation and management activities, including platform and product development, content management, search engine optimization and site hosting from its headquarters in Seattle, Wash.
Meredith and Pacific have partnered before for Better Homes and Gardens in the region. Under Pacific’s stewardship, Better Homes and Gardens has expanded its media presence and now includes a nationally broadcasted television program and is the No. 1 magazine for women, according to Meredith.
“Pacific Magazines and Meredith enjoy a long and successful partnership,” says Peter Zavecz, chief executive officer, Pacific Magazines. “This new partnership allows us to bring Australian and New Zealand audiences the world’s leading digital food brand in Allrecipes, which fits with our business model on a number of levels. It extends our reach, expertise and, importantly, puts data front and center of our decision-making to deliver audiences and clients more of what they want.”