America’s Leading Food & Cooking Website Sells the Sizzle in Canola Oil
Esmee WilliamsVice President, Marketing & Partner Affairs
2 |
Time Saving Shortcuts
1956
Cake Mix
Appliances
Frozen Dinners
JELL-O®
3 |
Time Saving Shortcuts
2006
Break & Bake Cookie Dough
Microwaves
Dinner Kits
Salad in a Bag
4 |
Dinner Inspiration
1956
TV Dinners
Friends & Family
Cookbooks/ Magazines
BLT
5 |
Dinner Inspiration
2006
Turning on Your TV
Friends & Family
Websites/Email/Mobile
Double-Bacon Cheese Burger
6 |
Quick Dinners
1956
Salmon Loaf
• 1 Hour• 11 Ingredients• Chop, Mix, Bake, Slice
7 |
Quick Dinners
2006Salmon Pizza
• 10 Minutes• 5 Ingredients• Assemble & Serve
8 |
Consumer Expectations
BetterBiggerFaster
CheaperMore Convenient
9 |
Cooking On The Web
50 Million on-line home cooks
500 Million recipe searches via search engines
125 Million recipes viewed on Allrecipes.com
12,000,000
17,000,000
22,000,000
27,000,000
32,000,000
37,000,000
42,000,000
47,000,000
52,000,000
Aug-02
Oct-02
Dec-02
Feb-03
Apr-03
Jun-03
Aug-03
Oct-03
Dec-03
Feb-04
Apr-04
Jun-04
Aug-04
Oct-04
Dec-04
Feb-05
Apr-05
Jun-05
Aug-05
Oct-05
Dec-05
20032002 2004 2005
25% YOY Growth+88MM New Home Cooks
10 |
About Allrecipes.com
Established 1997
World’s Leading Online Recipe & Cooking Website
• 25MM Home Cooks • 60% Prepare 5+ Meals at Home/Week• 60% Seek Health & Wellness information online• 77% Visit grocery store same day as Allrecipes visit 76% of users likely to purchase brands associated with recipes 85% of users add to shopping lists based on Allrecipes visit 90% consider site an important asset for meal planning
Community Powered - Real Solutions from Real People
• Recipes, Reviews, Meals, Photos
Online Food & Recipe Technology Leader• Power sites for SuperTarget, Albertsons, Tesco & Safeway
11 |
Prominent Exposure on
Internet’s Most Traffic Food Home Page Homepage
25MM Visits
Creating Demand for Canola Oil Among the Internet’s Most Engaged & Active Home Cooks
12 |
Dedicated CanolaInfo website within Allrecipes.com network
15,000 views with 60% click-through to additional CanolaInfo content
• CanolaInfo branded recipes on Allrecipes.com
• CanolaInfo focused articles on Canolainfo.org
Content updated to keep users returning
CanolaInfo Micro Site
13 |
CanolaInfo Branded Recipes Drive Product Trial
CanoloInfo branded Recipes create preference and drive trial for Canola oil by providing timely and relevant consumption ideas
Strongly associated with CanolaInfo through Logo
Recipes viewed by 70,000 Allrecipes.com users
14 |
Prominent CanolaInfo banner advertisements targeted to:
• health focused home cooks• recipes with ‘oil’ ingredient• salad and seafood recipes
6 Million advertising impressions
Pinpoint Targeting
15 |
User Testimonials
Thank You!
Top Related