Digital news organization NowThis is rolling out a new food-focused channel that aims to explore food as it relates to culture and the environment. NowThis Food builds on the brand’s already extensive digital offerings, which include NowThis News and NowThis politics — the third and fourth largest video channels on Facebook in terms of engagement, according to Business Insider.
In lieu of recipe videos and how-to’s, NowThis Food’s content will largely focus on gastronomic innovations, the relationship between food and society and initiatives pushing the needle forward on sustainability. Already, the channel has covered a diverse range of topics including dulse engineered to taste like bacon, a supermarket that sells items past their due date and edible water bottles. The channel also shares the stories of those making an impact on food in their communities, such as Back to the Roots****’ work teaching kids about sustainability and where their food comes from, and explores issues such as the Yemen humanitarian crisis.
“While there are tons of players in the food space, we didn’t see any meaningful programming around food catered toward millennials that isn’t just how you create this recipe or how do you cook this dish,” Athan Stephanopoulos, President of NowThis told Business Insider.
As part of the partnership, NowThis Food will create both branded social video content and independent editorial content on behalf of Campbell. It will explore topics such as food waste and sustainability — a nod to the company’s social and environmental sustainability commitment — as well as food-related news stories.
“The new channel will bring NowThis’ unique and authentic storytelling approach to life around food-related topics, and we’re excited to contribute to this ongoing conversation around food culture,” said Yin Woon Rani, VP and Chief Consumer Experience Officer at Campbell Soup Company. “The channel will help share stories that demonstrate Campbell’s enterprise commitment across each element of our real food philosophy, with content ranging from recipe content, family moments, food news, food waste and sustainability.”
The partnership between Campbell Soup Company and NowThis builds on a recent collaboration that saw the news organization create a branded series of “Real, Real Life” videos, which were viewed over 50 million times.