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Skyrocketing your brand to the #1 spot

 
 

“At Allrecipes, I brought in Deb and the team at Sol Marketing to help us do what I called a ‘brand audit’ and really get us back to the essence of the Allrecipes brand. We may not have been clear on what the brand stood for, but the eight million people visiting the site regularly knew the value. We needed to ask them why they loved Allrecipes. Then we needed to figure out what we were going to be loud and proud and what we were going to leave up to other competitors in the space. We needed a go-forward strategy so we could tell our audience and the advertising community what we represented.”

—LISA SHARPLES, FORMER CEO, ALLRECIPES

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APPROACH

  • Brand audit to uncover how consumers and advertisers relate to the Allrecipes brand
  • Segmentation to identify target groups and messaging that resonates with them
  • Ideal customer profile
  • Messaging and brand guidelines to train team and partners

OUTCOMES

Allrecipes eclipsed Foodnetwork.com as the number one media food brand worldwide, with 44 million unique visitors across 19 sites in 13 languages.

Capitalizing upon the power of their brand, Allrecipes sold to Meredith for almost 3x its initial acquisition value.

 

“When we need insightful research, we always think of Sol Marketing first. Their insight, discipline and clarity were instrumental in driving us to become the top food site in the world.”


—ESMEE WILLIAMS, VP, BRAND STRATEGY, ALLRECIPES