After dipping its toes in the water, Tastemade is ready to dive deeper into verticals beyond food. The company announced today that it will be expanding full force into two lifestyle categories, home and travel. Though Tastemade already has a travel and home page on Facebook, which were launched in 2015 and 2016, respectively, the company now plans to produce over 150 hours of original programming for the two categories, proving that the taste in Tastemade relates to more than just food.
“At the end of the day what were really trying to do is help people live a more inspired life and at the center of that for us is taste-making and being tasteful,” said Larry Fitzgibbon, co-founder and CEO of Tastemade. “Our mission is to inspire the taste of a generation.”
And to help the company accomplish that goal, Tastemade has hired the former editor-in-chief and EVP of content at Dwell Magazine, Amanda Dameron, as head of Tastemade Home. Dameron led digital content at Dwell and took over as editor-in-chief in 2011, where she oversaw content across all platforms, including print, digital, video, and live.
“I’ve enjoyed watching Tastemade’s meteoric success as a leader in the world of food and video programming, and I’m thrilled to apply my passion in design and architecture to spearhead the company’s new Home category,” said Dameron. “This new role will allow me to use my skills as a storyteller to produce the best content possible for a modern medium under the incredible, expanding Tastemade brand. It’s a great pleasure to join a company with such tremendous reach and a proven dedication to creating quality programming for a global audience.”
Additionally, Tastemade has secured an exclusive partnership with Zillow, the flagship brand sponsor of its Home channel. Target has also partnered with the brand. The entertainment company’s signature programming for Zillow will feature an initial three programs, appearing across all major digital, mobile, and OTT platforms. The line-up includes:
“Zillow is a perfect launch partner for Tastemade Home and together we’re leveraging its innovative brand to provide insightful and inspiring entertainment,” expressed Melissa Drucker, head of global sales and brand partnerships at Tastemade.
“Millennial audiences are passionate about food, travel and home, but legacy brands are not relevant to their modern tastes or behaviors,” Fitzgibbon added. “No one has really embraced it from a mobile video perspective and that’s what were setting out to own… We’re thrilled to bring our modern approach to the home and travel categories as they hold endemic commercial appeal and massive global potential.”