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.
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