Unilever has struck a deal with BBC Good Food to run display ads on the site for Flora, Stork and Knorr brands.
The deal, put a six-figures, marks the biggest standalone deal in the magazine brand’s 25 year history.
The ads will appear in a new format on the site, alongside ‘tip boxes’ and ‘targeted features’ featuring the ingredient brands.
In addition, a ‘click to buy’ function will appear alongside more than 7,000 recipes on the BBC Good Food website, as well as cooking tips and ways to use Unilever’s food products.
The deal, negotiated by Immediate Media Co’s partnerships team.
Robert Ellison, senior communications manager at Unilever UK, commented: “We’re thrilled to bring popular brands from the Unilever portfolio to consumers through this exciting and cutting edge deal with BBC Good Food.
“Unilever constantly strives to grow the FMCG market with our powerful brands, new products and strong investment across our brands. The partnership with BBC Good Food provides an excellent platform to leverage our strong ‘food’ credentials and engage with our target audience in an authentic and relevant way.”