T&A reaching home cooks with Allrecipes.com
T&A reaching home cooks with Allrecipes.com
Salinas, CA-based Tanimura & Antle Inc. has partnered with Allrecipes.com, a popular cooking and recipe web site, to continue building brand recognition and to promote product trial and usage among T&A's audience of home cooks.
Nielsen/NetRatings ranked Allrecipes.com as the leading recipe and everyday cooking web site. More than 9.1 million unique visitors went to the site, which is among the Internet's longest-running food sites, for recipes, menus and cooking advice in December.
Lara Grossman, director of marketing and business development for T&A, spearheads the project and is in charge of overseeing the effort on T&A's end. "We're using it as a platform," Ms. Grossman said. "We (T&A) determine what message we want to get across."
Linking with Allrecipes.com allows T&A to leverage the popularity of Allrecipes.com, Ms. Grossman said. T&A, which launched the effort with Allrecipes.com in mid-January, receives reports every few weeks on hits to the all-recipe site and also receives reports on hits to its own web site. T&A already has noticed a bit of a spike in hits to its site since teaming with Allrecipes.com, Ms. Grossman said.
T&A's integrated sponsorship includes branded graphics on Allrecipes.com's Salad Recipe Channel home page and branded recipes showcasing T&A products. New recipes will be added throughout the year, and for the first quarter of 2006, ad banners will promote "Tanimura & Antle Sweet Gem" lettuce. Additionally, the "Tanimura & Antle Sweet Gem" clamshell will be co-branded with an on-pack sticker directing consumers to Allrecipes.com. Every quarter, T&A will feature a new commodity for use in its recipes.
According to a 2004 Allrecipes.com member survey, more than 77 percent of users visit the grocery store on the same day they visit Allrecipes.com.com to plan meals. The same survey also found that 86 percent of Allrecipes.com members visit the site weekly.
The survey results are positive and T&A is "very excited" about the new partnership, Ms. Grossman said.
"This is a powerful medium that allows us to reach consumers as they plan their meals, and show them innovative ways to prepare and serve vegetables," Ms. Grossman said.
"Also, we're happy to have them associate Tanimura & Antle with such a trusted and loved web site community."
The T&A logos and banners link directly back to the company's web site. A study conducted in 2004 by Forrester/ IRI Research showed that consumers are ready to interact with consumer packaged goods brands and 66 percent would like to establish dialogue with consumer packaged goods manufactures.
T&A has had recipes on its web site since the site first went on-line around 1999-2000, Ms. Grossman said. T&A taps a handful of chefs to create its recipes, including Salinas-based Don Ferch and Los Angeles-based Gwen Gulliksen, Ms. Grossman said.
For more information, visit www.taproduce.com and www.Allrecipes.com.
Nielsen/NetRatings ranked Allrecipes.com as the leading recipe and everyday cooking web site. More than 9.1 million unique visitors went to the site, which is among the Internet's longest-running food sites, for recipes, menus and cooking advice in December.
Lara Grossman, director of marketing and business development for T&A, spearheads the project and is in charge of overseeing the effort on T&A's end. "We're using it as a platform," Ms. Grossman said. "We (T&A) determine what message we want to get across."
Linking with Allrecipes.com allows T&A to leverage the popularity of Allrecipes.com, Ms. Grossman said. T&A, which launched the effort with Allrecipes.com in mid-January, receives reports every few weeks on hits to the all-recipe site and also receives reports on hits to its own web site. T&A already has noticed a bit of a spike in hits to its site since teaming with Allrecipes.com, Ms. Grossman said.
T&A's integrated sponsorship includes branded graphics on Allrecipes.com's Salad Recipe Channel home page and branded recipes showcasing T&A products. New recipes will be added throughout the year, and for the first quarter of 2006, ad banners will promote "Tanimura & Antle Sweet Gem" lettuce. Additionally, the "Tanimura & Antle Sweet Gem" clamshell will be co-branded with an on-pack sticker directing consumers to Allrecipes.com. Every quarter, T&A will feature a new commodity for use in its recipes.
According to a 2004 Allrecipes.com member survey, more than 77 percent of users visit the grocery store on the same day they visit Allrecipes.com.com to plan meals. The same survey also found that 86 percent of Allrecipes.com members visit the site weekly.
The survey results are positive and T&A is "very excited" about the new partnership, Ms. Grossman said.
"This is a powerful medium that allows us to reach consumers as they plan their meals, and show them innovative ways to prepare and serve vegetables," Ms. Grossman said.
"Also, we're happy to have them associate Tanimura & Antle with such a trusted and loved web site community."
The T&A logos and banners link directly back to the company's web site. A study conducted in 2004 by Forrester/ IRI Research showed that consumers are ready to interact with consumer packaged goods brands and 66 percent would like to establish dialogue with consumer packaged goods manufactures.
T&A has had recipes on its web site since the site first went on-line around 1999-2000, Ms. Grossman said. T&A taps a handful of chefs to create its recipes, including Salinas-based Don Ferch and Los Angeles-based Gwen Gulliksen, Ms. Grossman said.
For more information, visit www.taproduce.com and www.Allrecipes.com.
