Food52 recipes can instantly appear in local e-grocery carts
Food52 may have seemed like a recipe-swapping, cooking-tips blog in the early days.
But through constant experimentation and innovation, the New York City-based company today has created an award-winning, omnichannel content-commerce-community model focusing on the food, cooking and home space.
And when people find a recipe they want to make from the more than 50,000 recipes on the food52.com website, they will be able to buy those ramps and rambutans on the same page as the recipe — from their preferred local grocery retailer.
To do this, the company has partnered with Chicory, a contextual commerce advertising platform, a collaboration announced Aug. 2, according to a news release. The goal of this partnership is to generate more revenue and make shopping a better experience for Food52's recipe enthusiasts.
Chicory's contextual advertising and shoppable technology integrates with the digital recipe content.
“Food52 has a goal of building community and making it easier for people to discover great content and shop for the items they need in their kitchen and home,” Senior Vice President Matt Greenberg said in the release. He’s head of business-to-business development at Food52. “Partnering with Chicory helps us deliver on that promise and helps our community of 30 million shop the best ingredients across our vast library of recipes.”
It's also another way for Food52’s brand partners to reach this community as they shop and buy across the platform.
As part of this partnership, more than 50,000 Food52 recipes are now powered by Chicory's beige-colored shoppable ingredients button, “Shop Recipe.” Chicory's integrations with more than 60 retailers enable visitors to complete their checkout at their preferred retailer in their area.
Also, Food52 will monetize its recipe cards using Chicory Premium, a solution consisting of contextual in-recipe advertisements. Chicory's proprietary natural language-processing algorithm ensures that the featured ads are hyper-relevant to the recipe content on the page, improving the overall user experience for site visitors and driving incremental sales for brands and retailers.
That means for a carrot salad, there could be an advertisement for a carrot brand like Bolthouse Farms in the ingredient list under the carrot ingredient.
The partnership also allows Food52 to leverage Chicory's advertising sponsorship tactics, including Branded Cart and Featured Retailer, directly with its advertisers. This provides more opportunities for brands and retailers to win the digital shelf via the Food52 site.
“Together, we aim to elevate the online shopping experience for at-home chefs,” Chicory co-founder and Chief Operating Officer Joey Petracca said in the release.
The partnership between Food52 and Chicory is a step in pushing the grocery e-commerce industry forward by providing a convenient, easy shopping experience for the everyday cook and more opportunities for food brands.
Chicory transforms recipe content into commerce media. Its platform powers a network of recipe publishers and retailers that food brands use to reach 110 million high-intent grocery shoppers each month.
The contextual advertising and shoppable recipe solutions can be found on more than 5,200 websites and food blogs, including the Food Network, Delish and LandOLakes.com. Sites enabled with this technology take grocery shoppers from inspiration to checkout in a few clicks, driving products to cart for retailers.
