Tastemade launches first brand campaign to nudge more social viewers over to streaming TV

Tastemade is taking a unique approach to the streaming wars. While other media companies wrestle with one another to win over a shrinking pool of new subscribers, the producer of food and lifestyle content is targeting its existing audience and teaching them a new way to consume its programming. As families and communities gather for NFL games or the upcoming holidays, Tastemade planned its first brand campaign to launch as consumers began naturally searching for recipes and cooking content on social media. While the media company’s print and short-form content will continue to be a resource for that, “we have longer-form content now that you can watch on demand,” said Niara Simon-Hollis, senior director of marketing at Tastemade. “Our goal is to reach people who were already watching, but on televisions,” said Simon-Hollis. “Driving to [streaming TV] is something we really considered here specifically because a lot of people are starting to feel nostalgic for cable TV. There’s just so much choice right now, to the point where it can lead to decision fatigue. We felt like this was an opportunity for us to be able to stand out.” The campaign is sprinkled with directives for consumers that will connect them from mobile and CTV homepage ads to Tastemade’s free streaming channels on a variety of platforms, including Roku, Freevee and Tubi. The popularity of so-called FAST services (free ad-supported TV), many of which show content in cable-like feeds of continuous shows, has grown from both the overabundance of choice in TV as well as the glut of paid subscriptions needed to access most of it. Tastemade’s brand spot ends with the text, “Watch wherever you stream free.” “Free” has become a powerful word in streaming—platforms such as Pluto TV and Tubi have also capitalized on audiences’ need for entertainment that doesn’t rack up a collection of hefty bills. While some media companies use FAST as a marketing tool to interest viewers in their content but ultimately point them to a different platform for more premium offerings, Tastemade is investing in FAST as a primary channel for reaching viewers, said Simon-Hollis. Tastemade has established an audience in social and digital video, but is seeking to grow its streaming audience after a year of momentum for its long-form content. In 2023 so far, Tastemade has increased its global streaming audience 20% compared to 2022. The campaign, which features a new tagline, “Where taste is made,” as well as refreshed visuals, will run nationally on TV, digital and mobile, and has two variants of its hero spot. The difference is minimal, but where the primary spot showcases hosts such as Frankie Celenza of “Struggle Meals” and Alex Hill of “Spice Spice Baby” crafting delectable-looking dishes in a sizzle typical of content platforms, the second begins with instructions for Tastemade’s social fans. “You’ve had Tastemade in the palm of your hand,” says Celenza, speaking from a mobile screen. The camera pans to reveal an in-person Celenza. “Now we’re in your home.” The videos speak to Tastemade’s two target consumers for the campaign, whom Simon-Hollis called the “familiar audience and curious audience.” The primary spot will use addressable TV to target consumers interested in lifestyle content who may not have watched Tastemade previously. The second spot will target those who already consume Tastemade or similar channels on social media. “There are obviously long-established brands that people think of when they think of home, food or travel; I just want people to know that we’re here as well,” said Simon-Hollis. The marketer said Tastemade isn’t necessarily for the masses, but for young, diverse consumers with eclectic and creative tastes. “We’re a resource … and I’m so excited about the future because this is the first of many brand campaigns. ‘Where taste is made’ feels very much evergreen to us—I can see it evolving over the seasons.”

Tastemade launches first brand campaign to nudge more social viewers over to streaming TV

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