Walmart is partnering with So Yummy, the viral food content brand, on shoppable recipes.
This is Walmart’s latest swoop into next-gen-e-commerce strategies.
So Yummy earns 350 million views monthly on their videos on social media and broadcasts
to 40 million homes. So Yummy is a subsidiary of First Media that will air 10 episodes of a
new reality show called the “Unbox’d” that began on the 17th of May alongside the retail
‘Walmart is focused on meeting our customers where they are and we continue to create
innovative ways to shorten the distance between inspiration and purchase,” Sarah Henry,
Walmart’s senior director of content and influencer marketing, mentioned in a statement sent
Unbox’d is a reality show in which we will see food influencers compete to create dishes only
using ingredients from the ‘mystery box’ that will be provided to them by So yummy and they
can buy anything with a $10 Walmart gift card as mentioned by Sharon Rechter, the co-
founder, President and head of business development and distribution at First Media.
After a winner will be declared, the shoppable aspect of the partnership between Walmart
and So yummy kicks in. Viewers of the show will be able to go on the social media handle of
So yummy and click on the respective video to shop recipes that made the winner’s dish.
“what we realized- and the pandemic accelerated this-was that we had the most engaging
content, but people wanted more,” Rechter told Insider. “people wanted to convenience of
actually being able to see an amazing So yummy recipe, but they also wanted to be able to
get the ingredients in their own house.”
So yummy fans viewing the show on television can also receive the recipe ingredients at
their doorstep by texting the name of the winning contestant to a designated number after an