Chicory, the leading digital shopper marketing platform, and Food52, the premier kitchen and home brand, today announce a new shoppable recipe and media partnership. The partnership will provide a seamless way for Food52’s community of 24 million followers to go from inspiration to action via a commerce-enabled recipe checkout experience across Food52’s channels.
Using Chicory’s shoppable recipe technology, Food52 readers can purchase all ingredients needed for any of the thousands of recipes on Food52’s site instantly. Once shoppers click on the “Get Ingredients” button under a recipe on Food52.com, they will be prompted to enter their zip code and select their preferred grocery retailer—including popular stores such as Amazon, Instacart and Walmart. Shoppers will then be redirected to that retailer’s site with all ingredients needed for their selected recipe already in their digital basket for easy checkout.
“We’re excited to deepen our promise of content, commerce, and community with this new partnership,” says Matt Greeberg, Food52’s SVP Brand Partnerships. “In addition to providing an easy way to shop for recipe ingredients for our Food52 community, Chicory technology will allow our platform to deliver shopper marketing solutions to influence purchasing behavior for our brand partners.”
Food52 will also integrate Chicory’s shoppable media solutions into its advertising portfolio. The offerings will allow Food52 to offer in-recipe ad units that allow brands to “own” ingredients via in-line units, “pairings” ads which feature products within related content, and standalone shoppable links that add items into carts with a single click. These shoppable media solutions will provide Food52’s brand clients with a deeper way to reach shoppers, both on Food52.com and across other digital touchpoints, and will enable them to drive higher levels of consumer engagement, move consumers down the funnel and measure purchase intent.
“We’ve long recognized that Food52 was an early driver of publishers diversifying revenue streams, and it’s now known as the premier content and commerce platform,” said Yuni Sameshima, Chicory’s CEO and Co-Founder. “We’re so pleased that this new partnership cements the commitment of both parties to build commerce-enabled touchpoints in the right contexts. We’re looking forward to learning insights on how Food52’s new capabilities appeal to and enable brand clients to better engage with grocery shoppers and home cooks.”