Photo courtesy of Allrecipes.com

Last week, Megan pontificated on delivering a convenient shopping experience into the laps of consumers.  And after Meg’s post published, Esmee Williams, Vice President of Brand Marketing at allrecipes.com, reached out to us – a perfect example of both the power of publishing a blog consistently (yes, it’s nice when you are “heard”) AND the effectiveness of Google Alerts (we presume).

Allrecipes.com, an online resource for, well, ALL recipes, is inspiring dinner ideas amid the hustle and bustle of LA’s busy 7th Street Metro Station with their transit advertising campaign called Fix Dinner that turns Meg’s “what if” into a near-reality*.

We cyber-sat down with Esmee to learn more about the Fix Dinner campaign – its goals, results and expansion plans.

 

What was Allrecipes.com’s goal for this campaign?

Our goal was to connect busy, family-focused moms with timely and relevant meal solutions when they are on the go. According to Allrecipes 2012 Food Trends research, 40% of Allrecipes women with smartphones use them to find recipes and shop from digital shopping lists. When you combine this information with the fact that most moms decide what they’re making for dinner between 4 and 6 each night –providing them with timely, relevant meal solutions during their evening commute provided an ideal opportunity to solve that age old problem of what to make for dinner tonight.

Can you walk me through the creative development of Fix Dinner? 

First, we identified the top 25 most viewed, highest rated dinner recipes in LA in May.  Then, we created large scale creative executions that showcase these ideas – each meal image is accompanied by a QR code which allows commuters to quickly and easily connect with the recipes that spark their interest so they can quickly figure out and shop for what ingredients are needed on their way home.  Lastly, we made it even easier for commuters by segmenting the ideas into 5 separate themes – picky kids, simple suppers, entertaining ideas, newbie cooks and dinners in under 30 minutes.

How is the campaign performing for you thus far?

The results of the campaign have been very exciting – we are finding peak time for interacting with the QR codes is between 4-6 pm on weekdays, coinciding with both LA’s rush hour and our research.

Based on the results of this campaign, will you be expanding into other locations? (I may be hinting that I’d love to see something like this in Dallas…..).

Yes, we are working on finalizing dates and locations. We are receiving strong response from consumers and advertisers.  We will continue the Fix Dinner concept and also introduce additional creative treatments in the coming months.(Note: Dallas is in the consideration set…

Thanks a lot to Esmee and allrecipes.com for leading this out-of-the-ordinary effort AND for delivering a shopping solution to busy consumers.  We can’t wait to see what else you have up your sleeves (and we hope it involves a whole lotta FRESH)!

Posted by The Health Nut (Brock Nemecek)

Tags: 7th Street Metro Station, Allrecipes, Allrecipes.com, Esmee Williams, Fix Dinner, Google Alerts, LA rush hour, Los Angeles Metro, QR Codes

Posted Wednesday, June 13th, 2012 at 7:00 am and is filed under Advertising, All, Branding & Messaging, Culture & Creativity, Marketing Tools & Trends, Social & Mobile Media, Websites.