Time Inc. launches video-only food brand Well Done

Time Inc taps into cooking trend with launch of Well Done

Time Inc. has launched a new food brand called Well Done that will publish a video-only slate of new recipes, food explainers, hacks and news for a social and mobile audience.

Well Done will use Time Inc.’s test kitchens and video studios to create videos specifically designed for social platforms including Facebook, Twitter, Snapchat, Instagram and Pinterest. It will launch from the MyRecipes Facebook page, a Time Inc. subsidiary.

Time Inc.’s food portfolio - Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living and Extra Crispy - will also distribute Well Done video across their channels.

Well Done will be led editorially by Stacey Rivera, director of Time Inc.’s digital food desk and digital content director of Cooking Light and MyRecipes, and Michael Grady, supervising producer for Time Inc.’s Birmingham food studios.

“Time Inc. brands cover all corners of food—recipes, restaurants, celebrity and health,” said Rivera. “We are uniquely positioned to give our audience a trusted and fun food brand and to provide advertisers with new native opportunities, including custom videos and social programs.”

With the launch of Well Done, the magazine publisher is hoping to tap into the popular cooking video trend taking the internet by storm, as illustrated by the popularity of Buzzfeed’s Tasty, which last year claimed to be the largest food network in the world after less than 12 months in operation, reaching 500m people every month.

Time Inc. claims to accumulate 120m monthly video views in the food video space.

It follows the launch of Extra Crispy last year, a digital brand dedicated to all things breakfast and brunch.

Alan Murray, chief content officer at Time Inc., said: "Well Done is a first-of-its-kind food brand for Time Inc., developed to live on our social channels. The team is producing short, dynamic videos with the latest tips and trends we know our audience craves. We see Well Done benefiting from our deep relationships and expertise in the food category, as well as the extraordinary video and social reach of the Time Inc. network.”

Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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