To help position Walmart as a one-stop-shop for making everyday life a little bit easier, the Foundry designed a custom microsite rooted in Allrecipes.
The team created 4 cooking tutorial videos, 16 articles, 7 co-branded email newsletters, and 17 social bytes over the course of a six-month flight. New content was added on a bi-monthly basis, and seasonal pieces were updated or removed throughout the program to ensure content was timely and in-line with the latest food and cooking trends. The tentpole was divided into four categories: time, occasion, ingredients, and recipes.
In addition to exploring the custom content, readers could browse a wide variety of meal ideas and shop ingredients directly from the page with help from Walmart's convenient pickup & delivery service.