Tasty, the largest food network globally, boasts a massive following on Facebook, surpassing even Beyoncé's fan base. BuzzFeed propelled Tasty to become the #1 food network in just two years using its unique top-down video format and accelerated style. Their innovative approach inspired countless viewers to embrace kitchen creativity.
Created at BuzzFeed Product Labs, NYC
MONETIZING TASTY
In Buzzfeed Product Labs, our mission was to monetize Tasty and other popular brands within the company. With millions of views per cooking video, we recognized the opportunity to create physical products across various categories and seamlessly feature them in our videos. This approach provided us with unparalleled free advertising for any product we developed.
WHY PAY FOR FREE RECIPES?
We combined Tasty's social aspects with a traditional book - launching a customizable and on-demand cookbook that lets users select their favorite recipes and create their very own dedication page, complete with emojis - just in time for the holidays.
TASTY JUNIOR PRODUCTS
Why should adults have all the fun? Following the creation of the Tasty Junior website in Feb 2017, We launched a customizable Tasty Junior Cookbook for kids (and kids at heart). Filled with hand-drawn illustrations, the Cookbook featured personalization on the cover page and throughout the book, and each recipe was hand-picked by the customer.
TASTY COOKING KITS
Brands like Blue Apron and Plated were blowing up around 2015. We wanted to take cooking kits one step further and create kits around partying and entertaining for beginner chefs. Our first three product launches were Pizza, cooking, and baking kits. We supplied all the tools and cookware with unique online content built to surprise and delight your dinner guests.
LAUNCHING AT WALMART
Our biggest move was to team up with Walmart to debut an exclusive line of Tasty cookware. The move is a delicious bit of vertical integration that extends revenue for BuzzFeed beyond ads and lets Walmart capitalize on the brand's enormous popularity with Gen-Z. The Tasty cookware line features bright colors that pop in the kitchen and includes all the tools necessary to prepare Tasty’s more than 2,700 recipes to date. The Tasty Kitchen line will be used in Tasty videos and was designed and developed with the Tasty fan in mind, as BuzzFeed research shows that 2 out of 3 Tasty fans have made a Tasty recipe.
Tasty is an innovative social, culinary medium that creates recipe videos, cooking tutorials, and original shows, as well as accessible kitchenware and delicious food products.
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Designed at
BuzzFeed, NYC
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Creatives
Head of Design: Viresh Chopra
Senior Designer: Michael Kilian
Illustrations: Ivy Tai -
Photography + Videos
Spry + Mighty
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Cookware Vendor
Epoca International