From the Wires
America's Top Baking Communities, Allrecipes.com, Ladies' Home Journal And Nestle Toll House Join Forces To Launch The World's Biggest Cookie Swap
Brands Tap Pinterest to Mobilize Their Communities of More Than 30 Million Home Cooks to Bake a Difference This Holiday Season
By: PR Newswire
Nov. 26, 2012 09:40 AM
SEATTLE and NEW YORK, Nov. 26, 2012 /PRNewswire/ -- Today, the biggest names in home baking and entertaining, Allrecipes.com, Ladies' Home Journal and NESTLE TOLL HOUSE, announced the third annual Cookies Across America campaign. This year's holiday campaign centers around launching the World's Biggest Cookie Swap by leveraging the powerful reach of online communities, as well as social sharing on Pinterest, to mobilize millions of home cooks to bake and virtually swap cookies in support of Cookies for Kids' Cancer, a nonprofit committed to raising funds to support research for pediatric cancer.
Together, Allrecipes, the world's #1 digital food brand, and Ladies' Home Journal online communities will bake more than one billion cookies in December. Taking part in The World's Biggest Cookie Swap allows these home cooks to rally together, search for delicious cookie recipes, share favorites on their personal cookie Pinterest boards, contribute to Cookies for Kids' Cancer, and enter a sweepstakes to win a trip for two to NYC to have lunch with The Barefoot Contessa, Ina Garten.
When it comes to celebrating mouthwateringly delicious holiday treats, a photo is worth a thousand words. Allrecipes and Ladies' Home Journal are two of Meredith's most social brands with more than 31,000 followers on Pinterest combined. In the past year, 30 percent of the most-pinned desserts from Allrecipes.com have been cookie recipes. According to Allrecipes' 2012 Holiday Cooking Trends and Behaviors Survey, 42 percent of online cookie bakers say that a recipe must make 'a very cool looking/pretty cookie' in order to be on their "must-bake" list.
"Allrecipes launched 15 years ago as Cookierecipe.com and since then, our global community has grown to more than 30 million home cooks who love baking cookies and sharing inspiration and experiences with others online," said Esmee Williams, vice president of brand marketing at Allrecipes.com. "We are excited that the World's Biggest Cookie Swap encourages three passionate communities to give back this holiday season by doing something we already know they love doing, sharing their favorite recipes, excitement for baking and creative ideas."
"Through social media, Ladies' Home Journal invites its 12 million readers to become co-creators of the magazine," said Sally Lee, senior vice president and editor-in-chief of Ladies' Home Journal. "Now, with the World's Biggest Cookie Swap, our readers get an opportunity to share the cookies they'll bake for friends and family. We're also thrilled to be able to connect our bakers with Cookies for Kids' Cancer so that their participation will benefit a really great cause."
"Nestle Toll House is excited to celebrate with Allrecipes.com and Ladies' Home Journal on the World's Biggest Cookie Swap," said Jim Coyne, Director of Marketing, Nestle Baking. "This campaign is a great way to honor creativity and caring while connecting three communities with a shared passion for baking."
Allrecipes.com offers countless resources for home cooks looking for cookie baking inspiration this holiday season. The most popular resources include:
This holiday season Ladies' Home Journal offers a variety of cookie and holiday entertaining resources, including:
All home bakers are invited to participate in the World's Biggest Cookie Swap. For every Pinterest board created for the World's Biggest Cookie Swap, $1 will be donated to Cookies for Kids' Cancer, up to $5,000. For official rules or to learn more about how to get involved, search for recipes, create and share Pinterest boards, and mobilize networks for a good cause, cooks should visit the World's Biggest Cookie Swap Facebook page.
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