Taste of Home, the multi-platform producer of information on food, cooking and entertaining, has entered into an exclusive partnership with Crisp, provider of the mobile shopper marketing platform, Crisp MoCA.

The partnership will leverage Taste of Home’s premium native recipe content on Crisp’s mobile platform, connecting brands to consumers on-the-go when they are ready to buy. Taste of Home and Crisp will deliver native advertising within exclusive recipe content and use geo-targeting to drive consumers to nearby supermarkets for purchase.

“Our research found that 86 per cent of grocery shoppers use their mobile device to prepare for grocery shopping and 59 per cent use their devices at the supermarket. We can reach these consumers while they’re discovering, planning and shopping,” said Rich Sutton, chief revenue officer at Taste of Home parent company, Readers Digest Association. “Working with Crisp on this mobile custom activation platform allows us to look at user location, demographic, behaviour and, most importantly, context to target the right consumer at the right time.”

Crisp has developed rich media mobile ads that will showcase retailers and their suppliers in the context of Taste of Home’s recipes. Consumers will be able to take those recipes with the branded ingredients and save them to their phone as a shopping list.