feeding the demand

The latest addition to Time Inc.’s portfolio is causing mouths to water. Well Done, a social-only food brand, debuted in early March on the MyRecipes site and Facebook page, and with its own Instagram account. The launch party at the Time Inc. Food Studios in Birmingham, Alabama featured a donut wall, naturally.

Well Done caters to the recent cooking video obsession with short, dynamic videos featuring recipes for everything from scallops with lemon-basil sauce to brownie energy bites. The daily clips also mix in cooking hacks, food trends (What is aquafaba?), and answers to your burning questions (Am I buying the healthiest bacon?).

The brand joins Time Inc.’s successful food category, which includes MyRecipes, Cooking Light, Food & Wine, Real Simple, Health, People Food, Southern Living, and the breakfast-themed Extra Crispy, as part of the newly created digital food desk. These brands will promote Well Done videos across all their channels, leveraging Time Inc.’s relationships with its 48 million social followers in the food space.

Most of the delicious content is produced in the state-of-the-art test kitchens and video studios at Time Inc.’s Birmingham office, and will also incorporate recipes from the other food brands.

So whether you’re hungry for homemade Pad Thai, need an easy recipe for sheet pan carrot cake, or just really, really want to know why some people think cilantro tastes like soap (it has to do with genes!), Well Done has your cravings covered.

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