We created ReadySetEat when there was still white space in the online recipe and cooking landscape. Based on the insight that moms need simple meal ideas to feed their family when she's too busy for planning, our solution was to focus on recipes made with seven ingredients or less and can be ready in 30 minutes or less. The mission became to solve the weeknight dinner dilemma, and "The Faster Smarter Way to Dinner" became the program's tagline.

We developed the brand and program from the ground up, including the brand equity, logo, visual identity, voice, and content strategy. Features included frequently updated content, a personalized newsletter, and an integrated API displaying retailer-specific sale prices on ingredients featured in the recipes. We also developed shopper marketing, consumer promotion, and acquisition campaigns to grow membership and extend reach.