The Cooking Light corporate dining program is unique in how and why it is creating value for all involved. For Cooking Light, it brings the pages of the magazine to life and brings millions of brand impressions that it can leverage for future value-added advertising programs. For Aramark, the licensee, the program makes it the industry leader for offering healthy dining solutions as it competes for new corporate clients that are concerned with employee health and insurance costs. For corporations that use the program in their dining rooms, insurance costs go down and productivity rises as employees improve their diets and stay on campus to eat. Of course, the program is generating significant revenue for the licensor and licensee.
Beyond a simple trademark license, this program also licenses the Cooking Light recipe archive to Aramark. This means chefs at each corporate dining facility have hundreds of recipes available to meet seasonal and regional preferences. All of the recipes are scaled up from the original household serving to meet the ingredient and portion requirements in the corporate dining industry, without compromising nutritional values or taste. Recipes featured in the print edition of Cooking Light magazine are made available during that month to ensure core brand property stays fresh and at the forefront.
The Cooking Light licensing program with Armark was nominated for Best Corporate Brand License of 2011 by the Licensing Industry Merchandiser’s Association (LIMA).
