Clorox leverages online grocery opportunity
Clorox-owned Hidden Valley is testing an integrated marketing product that leads online grocery shoppers to Hidden Valley products on AmazonFresh.
Hidden Valley's integration with AmazonFresh (and recipes from Allrecipes) allows users to click to purchase a recipe's ingredients – including fresh meat, fruits and vegetables, frozen and packaged food items – and have the order delivered on the same day in available markets. With the Hidden Valley partnership, when a recipe calls for bottled ranch or dry dip mix, the recommended Hidden Valley Ranch product will automatically be added to the user's AmazonFresh shopping cart and then delivered in time to prepare dinner that evening.
Allrecipes is the world's largest digital food brand, with 80 million users worldwide and 1.5 billion annual visits.
"Our partnership with AmazonFresh changed the game for millions of home cooks. Making this technology available to our brand partners is the next important step in changing the way home cooks discover, plan and shop for their meals," said Corbin deRubertis, VP, Digital Innovation, Meredith Digital.
Hidden Valley says the campaign will give millions of home cooks an easier way to add ranch flavor to their meals with a one-click purchase of Hidden Valley's range of products.
"People love ranch flavor for everything from dipping their pizza to seasoning their pork chops, and Allrecipes is the go-to, trusted resource for millions of home cooks searching for dinner inspiration," said Brian Steinbach of HV Food Products Company. "We're excited to be the first brand to use this technology to promote relevant products to home cooks, at the moment they need them, in a seamless way."
This new use of Allrecipes' AmazonFresh integration helps CPG brands like Hidden Valley take advantage of the growing number of home cooks who purchase ingredients and meal kits online. According to Nielsen, e-commerce will account for over 90 percent of CPG sales growth over the next three years.
"When we develop new products, we always do so with our 170 million families in mind. Our goal is to make her life easier, from discovering a meal to getting it on the table. This meaningful consumer experience enables trusted brands like Hidden Valley to be part of the value we bring her," said Marla Newman, Senior Vice President, Meredith Digital.
The campaign will also incorporate Meredith Corp.'s full suite of shopper marketing solutions, including Meal Planner cards, rich media ads, geo-targeted offers, and "May We Suggest" native recipe integrations that recommend Hidden Valley Ranch products as a complement to Allrecipes' most popular pizza recipes.