- Walmart is teaming up with So Yummy, the maker of viral food content videos, on recipes that can be purchased.
- This is Walmart’s latest foray into next-gen e-commerce strategies, including direct shopping.
- So Yummy earns 350 million monthly video views on social media and delivers to 40 million homes.
Walmart is teaming up with So Yummy, a media brand behind a slew of viral food videos online, to create marketable content.
So Yummy, a subsidiary of First Media, will air 10 episodes of a new reality show called Unbox’d starting May 17 alongside the retail giant. The program will feature social media food influencers competing to whip up the best dish using predetermined ingredients.
Unbox’d will air on So Yummy TV – which broadcasts to 40 million homes in the United States available on DirecTV, Xfinity, Sling and other cable and video streaming providers – as well as on social media channels around the world. television network.
“Walmart is focused on meeting our customers where they are and we continue to create innovative ways to shorten the distance between inspiration and purchase,” said Sarah Henry, senior director of content and marketing at influence from Walmart, in a statement sent to Insider. “We are thrilled to partner with First Media to provide customers with entertaining and purchasable food content in a fun and seamless way. “
The move is Walmart’s latest effort to get creative with its e-commerce options made available to customers. In November 2020, the retailer partnered with home cooking platform Sidechef on recipes to buy. Walmart has also taken advantage of the TikTok social media platform to unlock live shopping, where shoppers can purchase items during a live event. Purchasable content allows potential customers to view content and purchase items immediately afterward.
“The machine we are building”
Unbox’d will take the form of a reality show, which will see food influencers compete to create dishes using only ingredients from a “mystery box” provided by So Yummy and anything else they can buy with it. a $ 10 Walmart gift card, according to Sharon Rechter, co-founder, president and head of business development and distribution at First Media.
Once a winner is declared, the business aspect of the So Yummy-Walmart partnership kicks in. Viewers will be able to access social media and click on So Yummy videos to purchase recipes that make up the winner’s dish.
“What we achieved – and the pandemic accelerated this – was that we had the most engaging content, but people wanted more,” Rechter told Insider. “People wanted the convenience of being able to see an amazing So Yummy recipe, but they also wanted to be able to get the ingredients right in their own homes.”
So, TV-watching Yummy fans can also receive recipe ingredients at their doorstep by texting the winning contestant’s name to a designated number after an episode.
“You can just click on that link and say, ‘You know what? It was such a cool video. I really appreciated. I’ll get the ingredients, ”Rechter added. “And that’s really the machine we’re building on the social side.”
No matter where the viewer engages with the Unbox’d recipe, ingredients can be added to a basket and filled at a nearby Walmart store. Buyers will also have the option to change quantities to save money and avoid waste, and to exchange products as they wish. Rechter said the project is also a great opportunity for brands to turn their everyday items into a viral recipe.
“With Walmart, we’ve found a phenomenal partner to actually take all the things we do and deliver them as purchasable products,” Rechter said. “On the brand side, we allow businesses and brands that could never go directly to consumers to go directly to consumers.
Access millions of So Yummy viewers
First Media’s relationship with Walmart extends beyond this new partnership. The companies have worked together for the past three years, with Walmart partnering with First Media on paid media campaigns aimed directly at consumers.
The multiplatform publisher records 1.7 billion monthly video views on Facebook. First Media’s channel lineup includes BabyFirst TV – which broadcasts to 60 million homes – as well as Blossom and Blusher, in addition to So Yummy. The programming ranges from decor and beauty to food and parenting advice.
So Yummy is the publisher’s brand focused on food, and it attracts approximately 350 million videos per month on social media and distributed to 40 million homes.
Rechter said that millennials – especially young women – are a key demographic for So Yummy, and that these shoppers want to save time, get more value from products and become “Instagram heroes” with special dishes, which it is food for a bakery at school. sale or a cooked meal for family and friends.
“We hope what we’re doing here with Walmart will make a difference for consumers – making it easier for them to find content they can engage with in a different way,” Rechter said. “In the retail world, we hope that we can meet users who may not have been Walmart shoppers who can first find out about the vision of Walmart and First Media and then go to their cart and say to themselves : “Oh my God, it’s so cheap but it’s great quality. ‘”