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Allrecipes expands Allstars promotion to Canada
Recipe website Allrecipes.ca has begun a new promotion called the "Allrecipes Canadian Allstars" in association with Olive Media of Toronto. The program will involve selected home cooks becoming "brand advocates" for the site. Brands will be able to use the program as a form of native advertising to promote their products on the site and through social media. Recipes involving these brands will be prepared, rated, reviewed and promoted by the cooks participating in the program.
"With the Allrecipes' Allstar Program we pair brands with a select group of our most engaged, passionate home cooks, deepening engagement with branded content and building brand trust through authenticity," said Larisa Sheckler, senior director of sales and revenue operations at Allrecipes International. "We've had great success with the Allrecipes Brand Ambassador Program in the US and are thrilled to be roll it out in Canada with our partner, Olive Media."