Gateway opens on new-style mag ad

Hungry for innovation in magazine advertising? Then imagine getting your product mentioned in a branded content feature as a must-have ingredient for the perfect dinner party.

Hungry for innovation in magazine advertising? Then imagine getting your product mentioned in a branded content feature as a must-have ingredient for the perfect dinner party.

Mississauga, Ont.-based online retailer Grocery Gateway was able to get that kind of deal, thanks to a co-promo with 2: The magazine for couples. In the mag’s fall issue spread, titled ’2′s Coffee Table Dinner Party,’ food brands such as Dr. Oetker, Knorr and Pillsbury – all found on Grocery Gateway’s site – are featured within recipes.

What’s even better is the way the grocer leveraged the deal. A virtual 2-branded grocery aisle has been added to its site for those wanting to recreate the meal. (Readers can link to it through 2magazine.com.) Then, last month, the spread was brought to life in a segment on CHUM’s BreakfastTelevision during which Grocery Gateway also got a mention.

The branded content feature, with Grocery Gateway in tow, is back for ’2′s Open House Holiday Party’ in the upcoming holiday edition. ‘This promo is really driven by brands and packaged with compelling content that’s delivered in multiple platforms,’ says Diane Hall, Toronto-based 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.’

For the holiday issue, the glossy, which is geared at urban couples in the 25-34 range, also has Grand Marnier, Oster household appliances, and Villeroy & Boch tableware on board.

The home entertaining series will continue through 2006 and is available to food, CPG, household goods and beverage alcohol brands. 2 also has a couples makeover series, in which it takes a couple on a vacation and gives them makeovers. The next feature is planned to take place at Club Med in Turks & Caicos with targeted advertisers including fashion, beauty, cars, lifestyle and travel.

Package prices range from $5,000 to $16,000 depending on a brand’s level of involvement.

With files from Paula Costello