Epicurious Partners with Empower MediaMarketing and Girard’s Salad Dressing


Custom, Branded Program Taps Social Media to Engage Consumers

CINCINNATI, May 25, 2010 – One of the latest promotions on Epicurious.com, the premier food and recipe website, is designed to engage foodies, salad enthusiasts and gourmets alike.

Working with Girard’s Salad Dressing and a creative concept developed and designed by Empower MediaMarketing, Epicurious.com launched Everyday Elegance: From San Francisco to your table. The Everyday Elegance blog is sponsored by Girard’s and hosted by Epicurious.com. It features insights from food bloggers, 14 recipes using Girard’s premium salad dressings as well as access to coupons to encourage product trial.

The sponsored blog helps to increase awareness and trial of Girard’s Salad Dressings by highlighting its newest flavors: Apple Poppyseed, Peach Mimosa and Creamy Balsamic through recipes like a Grilled Chicken and Waldorf Salad Wrap.

“Epicurious enjoyed helping execute this innovative program – wrapping content, ads, recipes and coupons together to go beyond conventional paid media sponsorships and engage with our discerning readers,” said Tanya Wenman Steel, editor in chief of Epicurious.com.

As part of the program, paid media highlights recipes on Epicurious.com, Bon Appetit and the popular Epicurious iPhone app. With 1.6 million downloads of their free iPhone app alone, users can browse and search Epicurious.com’s database of over 28,000 recipes.

Branded Content Creates Conversations
“Girard’s needed a partner that was a peer brand and appealing to the gourmet and foodie communities,” said Jim Price, president of Empower MediaMarketing. “We knew an engaging creative concept was key and decided to blend the benefits of paid and earned media. This approach helps generate conversation while establishing credibility to the Girard’s brand and encouraging trial.”

About Epicurious.com
Epicurious.com, a Condé Nast Digital site, is a premier award-winning food Web site, which incorporates more than 28,000 professionally tested recipes from leading magazines and chefs, 115,000 member-submitted recipes, and web-exclusive original content from Epicurious.com editors and leading food authorities around the world. Epicurious offers a wealth of articles, tips, and videos focused on cooking, entertaining, wine, cocktails, and shopping.

About Girard’s Salad Dressing
Girard’s is a premium quality line of dressings that was created in San Francisco by Chef Pierre Girard in 1939. Girard’s dressings gained prominence for their premium quality and distinctive triangular bottle. Girard’s Salad Dressings are available in more than 18 unique varieties and are owned by The T. Marzetti Company, the specialty food subsidiary of Lancaster Colony Corporation (Nasdaq: LANC). More information about Girard’s Salad Dressing is available online.

About Empower MediaMarketing
Empower MediaMarketing specializes in communicating to and with its clients’ customers through an integrated combination of media. Its services include a full-service digital team as well as mobile marketing, word of mouth, social media, consumer research and media planning, buying and strategy. For more information, visit us at the Empower web site, or join the conversation at our blog, on Facebook or via Twitter.

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