From generation to generation, mothers have asked, “how do I get my kids to love veggies?” MATTER offered up its own answer when it engaged Food Network Host of Ten Dollar Dinners, Melissa d’Arabian, to create a series of branded and non-branded content for Hidden Valley focused specifically on helping moms to get kids to love their veggies.
The show highlighted the brand’s role in Chefs Move to Schools with the American Culinary Federation. The partnership extended online with content available digitally, brand presence on FoodNetwork.com, brand messaging amplified through syndication, an interactive food planner custom ad unit, and a ‘Ranch It Up’ video contest. And the 360-degree activation was topped off with four seasonal advertorials.
The brand also worked with Cooking Channel’s From the Kitchens Of to create a 30-minute fully brand integrated show.
The integrated program garnered more than 60M digital impressions with above average click-through rates across the custom ad unit, syndication and the video recipe contest. But, even more importantly, there are a lot of kids out there learning to love veggies. Not to mention a lot of really happy moms.