Del Monte’s partnership with blogger network BlogHer was featured as a Flash of Genius in L2’s Digital IQ Index: Food . The canned food brand invited six lifestyle bloggers who posted on the blogger network BlogHer to visit its cannery and farm in Modesto, California. After the visit, bloggers posted about the Del Monte recipe submission contest, expanding the brand’s reach by a multiple of ten. In another outreach effort, Del Monte contacted 19 bloggers to post about holiday recipes made with Del Monte goods, and awarded $100 gift cards to select commenters to encourage engagement.
More than 86 million Americans visited food and recipe sites in November (peak of holiday cooking season) and at-home cooks spend an average of 25 minutes on recipe sites. L2’s food report found at home cooks spend an average of 25 minutes on recipe sites, making them a perfect location for marketing new brands. Brands are featuring recipes on their own sites, but third-party partnerships can reach potential consumers unfamiliar with the brand. They also have a reach 30x the brand site.
But 73% of brands in the L2 Food Index are featured in the top ten most trafficked recipe sites, creating an element of competition for at-home chefs’ attention. Del Monte has a brand page on BlogHer, and its giveaways and site visits are examples of how brands can stand out in the blogosphere.