Time Inc. has launched Well Done, a new social brand created for the millions of food lovers who consume and share videos about the latest food trends, news, how-tos and recipes via the social ecosystem.
Well Done leverages the full scope and reach of Time Inc.’s 48 million social followers in the food space, the newly formed Time Inc. Digital Food Desk and the company’s state-of-the-art test kitchens and video studios in Birmingham, Alabama.
The new brand offers a daily, video-only slate of innovative new recipes, food explainers, hacks and food news geared to a social and mobile audience. Well Done launches from the MyRecipes Facebook page, whose audience has doubled since 2016, and it will also debut on Instagram, Snapchat, Twitter and Pinterest channels. Time Inc.’s food portfolio—Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living and Extra Crispy—also are distributing Well Done video across all content channels.
The initiative builds on the company’s massive success in the food video space, with more than 120 million monthly video views. Well Done also leverages Time Inc.’s expertise in data and personalization, delivering targeted content directly to the consumer.