In an effort to merge Disney fandom with lifestyle passions, Disney Digital Networks is launching a new foodie brand– Disney Eats — and its tapped Tastemade to help it create content.
Founded in 2012, Tastemade is an online destination that built its following by offering food and travel related short-form video programming — and its done quite well at it. The company has a massive following on Facebook (29 Million), has successfully launched several shows on Facebook Watch, has a growing following on Instagram (5.9 million), and has been a go-to destination for Snapchatters browsing the app’s Discover section. Now, looking to harness that following, Disney Digital Networks has recruited the food and lifestyle-centric company to create original programming for its new foodie brand, Disney Eats.
Disney announced both the partnership and the launch of the brand today during its NewFronts presentation. Disney Eats will take millennials on a culinary adventure inspired by Disney’s characters and its theme parks around the world, according to Disney Execs, who said they will work together with the company’s broadcast and cable assets across ABC and Freeform, so advertisers can reach viewers across platforms.
Under the partnership, Disney-themed episodes will appear in hit series from Tastemade, including “Tiny Kitchen,” where artists will create miniature replicas of foods from Disney films, and “Kitchen Little,” where kids will team up with celebrity chefs to create Disney-themed recipes. The Disney-themed episodes will feature a new collection of cooking products designed to inspire “co-cooking” experiences for millennial families, available for purchase on Disney’s e-commerce platform, ShopDisney.com.
In addition to its new brand, Disney plans to launch a new app — Oh My Disney — this summer. The app will house social video content from Disney website Oh My Disney, Disney Digital Networks, Freeform, and creators from the Disney-owned Maker Studios. For advertisers, the new app means more opportunity to reach millennial audiences.