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Sara Lee?s Hillshire Farm opts for in-app sponsorship to push smoked sausage

Sara Lee?s Hillshire Farm is sponsoring Real Simple?s cross-platform mobile application to push its smoked sausage product via a content-rich experience.

The No Time to Cook? application for iPad, iPhone and Android fits perfectly with Hillshire's target demographic.

?Hillshire Farm smoked sausage is the exclusive launch advertiser for No Time to Cook?, and in addition to ad placement on the app itself, Hillshire Farm also received premium placement within the Five Easy Dinners franchise on RealSimple.com, as well as three months adjacent to Five Easy Dinners in Real Simple magazine,? said Shannon King, general manager at RealSimple.com, New York.

?The app is a strategic way for an advertiser, such as Hillshire Farm, to connect with Real Simple consumers wherever they are ? in-book, online, and now on their smartphone or iPad,? she said.

Time Inc.?s Real Simple provides ideas and solutions for everyday life to more than 15 million readers.

Mobile sponsorship
When users click on the Hillshire banner ad, they are redirected to a landing page that features recipes that can be made with its smoked sausage product.

The banner ad in the Real Simple iPad application

Users can browse recipes featuring Hillshire products

Users can view how to make the recipes and what ingrediants they need

?Real Simple's app is an extension of our brand promise, life made easier,? Ms. King said. ?The app delivers easy, delicious recipes to help consumers save time at the end of a busy day.

?Taking Real Simple recipes a step further than the magazine, No Time to Cook? allows the user to select menus based on several key filters,? she said. ?We decided to launch "No Time to Cook?" across three platforms ? the iPad, iPhone, and Android ? simultaneously because we wanted the app to help consumers no matter which device they use."

Cook made easy
The application features more than 850 recipes with step-by-step instructions and a timer to let them know exactly what to do and when.

?We're promoting No Time to Cook? in-book, on RealSimple.com, and through mobile ad networks,? Ms. King said. ?We're also utilizing the breadth of media outlets across Time Inc.'s magazine and digital properties.

?Right now, we're focused on the launch of No Time to Cook?, but our strategy is to build upon the time-saving franchise, with "No Time to?" in other relevant areas,? she said.

Final Take
Rimma Kats is editorial assistant on Mobile Marketer, New York