The Canadian outpost of foodie site (not really a “foodie” site – more of a cooking or recipe site) Allrecipes is taking a page from its U.S. and global counterparts and adding an influencer program to its ad offering.

Called the Allrecipes Canadian Allstars, the program pairs highly engaged users of the site with CPG brands.

Once selected, the ambassadors make recipes using products from the company, and then rate, review and share the recipe. Ambassadors aren’t paid for participation in the program, but usually receive products from the partner brand, says Shannan LaMorre, VP of Olive Elite+ at Olive Media, which represents advertising for the site.

Users chosen for the program typically review 11 times as many recipes, submit 11 times as many photos and save three times more recipes to their recipe boxes. They also have 22 times larger fan followings and are 23 times more likely to have an Allrecipes’ blog than average users. Those selected for the program also complete a questionnaire to ensure they agree to be part of a sponsored content program.

A Canadian test for the Allstars program had selected users making and sharing at least one butter tart recipe during a three-week period. Those recipes caused other users to take notice, and ratings for the butter tart collection jumped from 355 to 575.

Overall, LaMorre says that Allrecipes sees about four million unique visitors a month, according to comScore numbers from Olive Media to the English version of the site, with over half of those visitors coming to from mobile.

The Allrecipes Canadian Allstars program is currently being pitched to clients, with the expectation that the first program will go to market this fall.