Partnerships were critical producing these images that got so much attention on SeriousEats.com and SimplyRecipes.com. We had previously worked with Fexy producing videos, but this project kicked that partnership up a notch. Working with their recipe development team and sponsored distribution team on their O&O channels. My team did an awesome job of collaborating with them for on-trend recipes and making sure that we communicated in our creative brief that while we wanted clean images, we also wanted hints of deconstruction.
This was the first time we also included our partners at Chateau St. Michelle wines in one of our digital promotions. Together, we had traditionally produced and funded paper coupons. Generic coupons on random weight products were just beginning to be eliminated by retailers and so the traditional "neckers" on their bottles with joint promotions would eventually be replaced by these images and featuring Ibotta.com offers.
