Yummly provides personalized recipe recommendations and smart kitchen tools, including a wireless meat thermometer integrated with their popular cooking app.
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See all ads on AdLibrary →Yummly is a recipe discovery and meal-planning app that offers personalized recipe recommendations, smart shopping lists, and integration with connected kitchen appliances. Owned by Whirlpool Corporation, the platform combines content and technology to help home cooks plan and prepare meals. It operates as a free app with technology and retail partnerships.
Yummly was a recipe discovery and meal-planning app and website, acquired by Whirlpool in 2017. Its marketing centred on personalised recipe recommendations, smart shopping lists and integration with connected kitchen appliances, including the Yummly smart thermometer. Creative focused on appetising food photography and the simplicity of deciding what to cook. Whirlpool shut the service down in December 2024, so its archived ads are best read as category lessons. Explore their ad creative at AdLibrary.
On Facebook and Instagram, Yummly's food-led visuals suited a recipe app: close-up dishes, short step-by-step video and prompts to download. App-install campaigns typically show the swipe-and-save experience and personalised suggestions. Hardware promotion for the connected thermometer used product demos tied to the app. Browsing Yummly's Meta ads on AdLibrary shows how app and appliance messaging were combined.
Copy themes: (1) personalised recipes for your tastes and dietary needs; (2) one-tap shopping lists that remove meal-planning friction; (3) smart kitchen tools that work with the app; (4) inspiration for weeknight dinners and special occasions. Tone was friendly and practical, promising less stress around deciding what to cook rather than gourmet showmanship. Compare these angles with competitors on AdLibrary to see which messages recur across the category.
Yummly offers a cautionary and instructive case. Content apps lean on appetising creative and utility messaging, but depend on a durable business model; Whirlpool closed the service in December 2024. Brands pairing apps with hardware should plan for the whole ecosystem. Compare Yummly's historic creative with active recipe and meal-planning advertisers on AdLibrary. Use these observations as a starting point for your own creative tests and positioning.
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