Time Inc.'s 'Extra Crispy' Explores Breakfast and Brunch Culture
Laura McQuarrie — June 18, 2016 — Lifestyle
References: extracrispy & businesswire
'Extra Crispy' is the name of a new digital brand from Time Inc. that was created to hone in on breakfast and brunch culture. This digital hub is a new place to explore everything from recipes and how-tos to breakfast hacks and emerging coffee types. Beyond food, Extra Crispy explores supporting topics like morning raves, health and travel
Time Inc.'s SVP of Editorial Innovation Matt Bean says: "Extra Crispy allows us to experiment with inherently shareable content—from coffee obsessions to Cronuts and the viral food phenomenon of today."
As well as appealing to foodies, the new digital brand will serve as a unique channel for advertising partners. At its launch, Danish dairy company Arla Foods is serving as a sponsor to share news of its cream cheese and sliced cheese products reaching the US market.
Time Inc.'s SVP of Editorial Innovation Matt Bean says: "Extra Crispy allows us to experiment with inherently shareable content—from coffee obsessions to Cronuts and the viral food phenomenon of today."
As well as appealing to foodies, the new digital brand will serve as a unique channel for advertising partners. At its launch, Danish dairy company Arla Foods is serving as a sponsor to share news of its cream cheese and sliced cheese products reaching the US market.
Trend Themes
1. Breakfast Culture - Exploring emerging breakfast and brunch trends to create innovative breakfast foods and experiences.
2. Digital Food Publications - Creating unique channels for advertising partners and experimenting with shareable content to engage foodies.
3. Coffee Trends - Exploring emerging coffee types and obsessions to create innovative coffee products and experiences.
Industry Implications
1. Food and Beverage - Creating new breakfast food options and experiences that appeal to emerging breakfast and brunch culture trends.
2. Media and Publishing - Creating digital publications and hubs to experiment with shareable food content and unique advertising opportunities.
3. Coffee Industry - Creating innovative coffee products and experiences that appeal to emerging coffee trends and obsessions.
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