Time Inc. butters up millennials with new breakfast brand


Time Inc. is capitalizing on the cultural obsession over breakfast and brunch by introducing a new digital-first editorial brand, Extra Crispy, which contains its own social media accounts and features millennial-friendly, snackable content such as recipes, trends and influencer stories.

Extra Crispy is the second original brand developed by Time Inc.’s creative lab, The Foundry. With breakfast order sales topping $52 billion last year in the United States – a 30 percent uptick from 2014 – Time Inc. sought to expand its digital footprint by rolling out content that takes advantage of this phenomenon, which is particularly popular among millennial consumers.


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Extra Crispy builds on Time Inc.’s strategy to reach passionate audiences by creating new brands and expanding existing brand portfolios,” said Meredith Turits, senior strategist of brand development at The Foundry at Time Inc. “Readers are consuming more and more content on Web and mobile.

“In an effort to reach millennials where they’ll be looking for new content experiences, it makes sense for us to focus this launch in the digital space.”

Serving up shareable content

Individuals can consume Extra Crispy’s content by visiting its dedicated site, extracrispy.com, or its namesake accounts on Twitter, Facebook, Pinterest and Instagram. There, consumers will be able to find a variety of breakfast-related how-tos, life hacks, trends, recipes and news stemming from celebrities and influencers.

“Extra Crispy is certainly a brand built with a millennial readership in mind,” Ms. Turits said. “It’s an exciting opportunity to serve this highly engaged and very influential demographic with content experiences delivered in new, inventive, and ever-changing formats.”

For example, one of the more recent feature articles on the brand’s site is titled “The Case of Taylor Ham, New Jersey’s Beloved Mystery Meat.” The story employs a satirical tone as it recognizes the history of Taylor Ham sandwiches and even includes quotes from New Jersey Governor Chris Christie about whether the meat should officially be called Taylor Ham or pork roll.

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Another piece recounts an adult’s experiences of having brunch at the American Girl Café in Manhattan.

Source: Mobile Marketer


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