2: The magazine for couples, has coupled with online grocer Grocery Gateway on a co-promo entitled ‘2’s Coffee Table Dinner Party.’ In the mag’s fall issue spread, food brands such as Dr. Oetker, Knorr and Pillsbury — all found on Grocery Gateway’s site — are featured within recipes. Look on the Grocery Gateway site and all the work’s done for you. A virtual 2-branded grocery aisle has been created with all the ingredients for those wanting to recreate the spread’s perfect coffee table dinner party. Last week, the coffee table dinner party was brought to life during a segment on CHUM’s Breakfast Television.
‘This promo is really driven by brands and packaged with compelling content that’s delivered in multiple platforms,’ says Diane Hall, 2’s publisher and president. ‘We shopped the whole party from Grocery Gateway and we offer this feature as an added value to our advertisers. Contextual selling is what they’re buying. It’s stylish and hip.’
Hall says the glossy is close to signing an alcohol brand as a food partner. The branded content feature, with Grocery Gateway in tow, is again on tap for 2’s holiday edition with a spread entitled ‘2’s Open House Holiday Party.’ Package prices range from $5,000 to $16,000 depending on a brand’s level of involvement. 2 Magazine targets urban couples in the 25-34 age range.
