NBC’s Today Digital is collaborating with Vox Media, in which NBC invested $200 million in April 2015, and Campbell Soup Company to produce an original branded video series.

The series,”Home-cooked, chef made,” will feature Campbell’s soup products being used in one-pot meals that home cooks can use to put together dinner quickly on busy weeknights. The branded video series will run across Today.com and its social media platforms, as well as on Vox Media’s Eater, which covers the food scene in cities across the country.

“Today Digital has built a passionate audience of recipe seekers and food enthusiasts who rely on us as a trusted source for quality content around food solutions. Partnering with Eater to create and distribute this content provides the ultimate premium food destinations for brands to align with,” said Josh Feldman, executive vice president, integrated marketing and network partnerships, NBCUniversal, in a statement.

Today Digital will collaborate with Vox Creative to produce the four branded original videos, which will star famous chefs and their families creating workaday meals. Beyond running the series on related web sites and across social media, Today will promote the videos to its social media fan base via both organic and sponsored social posts, driving viewers to a branded Campbell’s Soup Company destination on Today.com.

“The partnership allows us to better reach our consumers by serving up the most relevant content to on-the-go busy cooks looking for food inspiration and recipe ideas,” said Amy Benford, senior manager, global media at Campbell Soup Company, also in a statement.

The campaign will receive additional exposure through NBCUniversal’s and Vox Media’s joint advertising platform, Concert, which will allow it to reach more than 189 million unique visitors.

“We are able to, through Concert, deliver these videos to a large, premium audience of people who are interested in food and dining content, and provide Campbell’s with valuable data and insights about the campaign’s performance,” said Mike Hadgis, senior vice president, head of revenue and partnerships, Vox Media.

READ MORE: Adweek

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