From McDonald’s the new McChicken Variation, a burger made with 100% Italian chicken breast and the result of a meeting between the experience of GialloZafferano in Italian cooking and the unmistakable touch of McDonald’s. The new McChicken Variation will be available at McDonald’s restaurants from 12 June.

The new recipes have been created by chefs from GialloZafferano and McDonald’s, an authentic co-creation. In fact, the selection of the new burgers involved the online communities online of GialloZafferano and McDonald’s who, for the first time in Italy were asked to choose new flavours to enhance the McChicken range, voting on two recipes based on Italian products. With a total of around 200,000 online votes in two weeks, the McChicken Delicato recipe received the majority of votes and, along with the McChicken Saporito, gain the right to be included on the McDonald’s menu.

In addition to the classic McChicken, one of the most iconic and best loved burgers, it will be possible to find the two new recipes in all of McDonald’s 600 recipes: McChicken Delicato, with Provolone Valpadana DOP, grilled courgettes and sun-dried tomato sauce from Puglia; and McChicken Saporito, with Toma made with 100% Italian milk, crispy bacon, tomato and mayonnaise with grain mustard. Both of the new burgers use only 100% Italian chicken breast.

“We are excited to announce this important collaboration with GialloZafferano, the most loved web site by Italians in the kitchen, which has enabled us to create new recipes and experiment with new ingredients. Also, for the first time, we have asked Italians to vote by choosing their favourite recipe,” said Mario Federico, chief executive of McDonald’s Italy.

“It is an honour and a challenge for us to sign, as GialloZafferano, two new burgers by McDonald’s, with an Italian taste and featuring a combination of selected ingredients from around the country. I am sure that customers will like them because, for the first time, while we proposed them some 200,000 people selected them as their favourites in a vote. And, like all of the recipes that come from the kitchens of GialloZafferano, people will also be able to prepare them in their own kitchens a home an reproduce an real McDonald’s burger,” declared Andrea Santagata, Chief Innovation Officer of the Mondadori Group.

A collaboration based on important common values: constant attention to consumer tastes, a passion for high quality ingredients and a propensity for innovation.

With these new products come alongside an increase in investments by McDonald’s in the Italian food sector thanks to an additional  145 tons of raw materials bought from local suppliers for the new McChicken Variation. In fact, the new recipes will use around 42 tons of Toma made from 100% Italian milk, 36 tons of Provolone Valpadana DOP, 58 tons of grilled courgettes and 11 tons of sun-dried tomatoes from Puglia.

Moreover, thanks to the video-recipes available online from GialloZafferano, McChicken Variation can also be made at home.

GialloZafferano, the Mondadori Group brand and a cookery point of reference for 14 million Italian every month (Source: Audiweb 2.0, January 2019) and 7 million fans on social networks, form today is further expanding the content on its site with the inauguration of a new “Wellbeing” channel.

A section featuring over 800 recipes selected on the basis of ingredients and cooking methods, further enhanced with useful nutritional information for those who want to dedicate more attention to and awareness about the food they eat every day.

The new area, characterised by the colour green, aims to give voice to the latest trends in food, while developing the relationship between wellbeing and diet that is increasingly desired by  the food lovers of GialloZafferano: the majority of the fans on the Facebook page in other words, the “green enthusiasts” interested in the link between fitness and wellness, and 1 in 3 fans who express a particular interest in biological and vegetarian food

The brand new section of the site is completed with a  Good to know column, where, for the first time, in addition to recipes, GialloZafferano accompanies users in the preparation of dishes with information and background detail that cut across the entire are of dietary wellbeing, following the seasons and the beneficial properties of ingredients and the trend for “free from” and “rich in” products. A combination of articles, ideas and references to selected recipes guaranteed by the supervision of a biological nutritionist.

A new look, a fresh style and a range of integrated content to enhance the rest of the site. All of the 4.400 GialloZafferano recipes complete with information regarding calories and fundamental nutritional value, and for every dish, indications regarding intolerances and special dietary needs: e.g. gluten-free, lactose-free, low-nickel, vegetarian.

And the brand’s evolution and innovation doesn’t stop here as, after having been a pioneer with the introduction of Virtual Cooking Assistants, thanks to the widespread existence of devices that are compatible with  digital assistants, GialloZafferano will also become Italy’s primo “vocal” cooking site able to “talk” to its users thanks to the direct integration of Google Assistant.

In fact, from today, Google Assistat will be able to read all of the recipes on the site, offering users the chance to cook easily and comfortably without leaving the cooker. All you have to do is to click of the special key to activate assisted preparation and you can celebrate any special occasion with the perfect dish.

And for advertisers, the new channel responds to the current shelf offer of a great many food products inspired by the concept of wellbeing: biological, gluten-free, low-fat, etc. And companies can benefit from the precise delivery of display formats in closely aligned contexts, as well as finding numerous ideas for native visibility, content advertising and projects.

The launch of the new GialloZafferano will also involve Danone Activia in the role of main sponsor, exclusively for the whole of the first week.

In support of the launch a B2B and B2C has been planned with the creativity once again overseen by the agency Casiraghi Greco &, and using digital titles, social and print outlets in the sector, the iDD out of home circuit as well as the in target principal brands of the Mondadori Group.

Giallozafferano, the Mondadori Group magazine created by Italy’s leading cooking web site, is celebrating its second anniversary and from Saturday 16 March will be out with a new look and new content.

“Two years ago Giallozafferano first hit the newsstands: the first magazine to have ben created from a web site. And thanks to the combination of two worlds we managed to produce a magazine with a unique character that was highly distinctive compared with the existing offer. And the public took to it immediately. Now, we want to give our readers something new in order to celebrate together and to thank them,” declared Laura Maragliano, editor of Giallozafferano.

Giallozafferano will continue every month to deliver cooking in the hands of the readers through its unmistakable offer of recipes within the reach of everyone, and now enhanced with bigger and more detailed photographs, with new typefaces, more white space and a more ordered use of colour across the different sections.

Also the content will be expanded with the introduction of new columns:

– Healthy eating: information about food, seasonal ingredients, and suggestions for healthier and lighter cooking methods;

– Bottled pleasure: to discover the right combinations with the best labels of wine and beer available on the;

– The Giallo school: even more sweet and savoury specialities explained with step-by-step photographs, in the characteristic Giallozafferano style, with indications about cuts of meat and fish, advice on entertaining and do-it-yourself, as well as a focus on kitchen objects, utensils, and the latest generation appliances.

At the heart of the magazine are the faces of the web site, Manuel, for quick and ethnic meals, Giovanni, for traditional fare, Aurora, for vegetarian dishes, who in every issue will face a different culinary challenge, for which the readers can vote on the site or on the app.

For the launch of the new Giallozafferano an advertising campaign has been planned across different media with TV commercials, on Mediaset channels, Fox and Discovery, radio commercials on the R101 and Radio Monte Carlo stations and a press campaign on Mondadori magazines.

The Mondadori Group’s food system features an offer that covers all segments of the cooking sector: from Giallozafferano to historic titles such as Sale&Pepe, with the Cookery School, and Cucina Moderna, as well as CookAround. A portfolio of multi-channel brands that reach a market share in terms of circulation of over 41% of the segment and an overall total audience of more than 16 million contacts, of which over 1.8 million readers per month (Mediamond calculations based on data from Audipress 2018/III, Audiweb 2.0 media Sept-Nov 2018, circulation data ADS Jan-Dec 2018).

The Mondadori Group continues to pursue digital innovation. The leading publisher for the passions and interests of Italians currently attracts 26.5 million unique users per month (Source: Audiweb, November 2018) and a competitive positioning that makes it a leaders also in social media, with a total of 26.3 million fans through130 profiles.

Every second 300 new users visit a Mondadori Group site 14 people interact on the brands’ social network pages.

OUR STRONG POINTS

• Video factory: an annual production of 10.000 videos 4 different formats, generating over 200 million views per month.

• People: an internal team of 180 talents, including content editor, videomakers, cooks, product designers and data scientists.

• Innovation is in our DNA: from proprietary semantic search engines to Altervista, Italy’s leading blogging platform prima. Mondadori is also among the first Italian publishers to test and adopt innovating conversational interfaces, such as chatbots, intelligent speakers and connected devices.

CONTINUING TO EVOLVE OUR PRODUCTS

The development of languages and engagement systems for users, from the use of video to the valorisation of new web-based talents such as influencers and YouTubers, to the control of all of the touchpoints: our business models makes it possible to respond to new challenges and development opportunities, while constantly focusing on the real needs of users.

Today, our brands are authentic multimedia systems ranged across print, the web, social media, apps, smart speakers, TV and events.

In 2019 the evolution of our products will affect some of the iconic brands in the high-value vertical markets: food, women, beauty, health and wellbeing, design, male lifestyle.

FOOD

Giallozafferano:

• From April, a new look for the web site and a new Giallozafferano Benessere channel, with over 4,000 recipes, enhanced with information about nutritional values and calories.
• The first vocal site with integrated Google Assistant.
• The first on vocal devices: Google Home, Amazon Alexa’s Echo Show, Samsung’s Bixby.

WOMEN AND BEAUTY

Donna Moderna:

• Donna Moderna Beauty: a new social magazine will be launched after the summer dedicated to the world of beauty and conceived by millennials for millennials, with the special participation of Beauty Influencers.

HEALTH AND WELLBEING

Mypersonaltrainer:

• a complete overhaul of the site affecting all of its touchpoints from September.
• A new series of videos involving Fitness Influencers.

MALE LIFESTYLE

Icon:

• A new format for the site from March: ideas, inspirations and and models, with the style and shopping guides that today’s man needs.
• Icon Wheels: the creation of a new channel dedicated to luxury and exclusive car.
• Fashion, beauty, grooming, how-to-spend with videos, tutorials and a selection of the best products.

DESIGN

Icon Design and Interni:

• A restyling of the sites to coincide with Milan’s Design Week 2019.

Further success for the Mondadori Group in the digital area as it is confirmed as Italy’s leading publisher in the list drawn up by Comscore. According to the figures for November 2018, the audience of the Mondadori brands reached 30 million unique users per month, an 11% increase on the previous year.

In a market in which the digital population is constantly expanding, Mondadori’s reach is conformed as the most extensive among Italian publishers (75%): with three out of four people visiting the Group’s sites and using a unique offer of quality content.

A breakthrough to which a special contribution has been made by the success of some of Mondadori’s strongest brands, which provide a prompt response to the needs of the population by covering a range of interests in the areas of food, beauty and wellnes.

These include, Giallozafferano, the point of reference for Italian food lovers, with a peak audience of almost 16 million unique users per month; Donna Moderna, which, with over 13 million unique users per month, confirmed its position as the publishing network of reference for women in Italy; Starbene, which, along with Mypersonaltrainer, is the leader in the world of health and wellness, reaching 10 million unique users per month.

Mondadori starts the new year also as the leading publisher on social networks, thanks to a fan base across the Group’s 100 social media properties that have an overall total of 26 million fans on Facebook, Instagram and YouTube.

GialloZafferano, the Mondadori Group brand that is a point of reference for Italian food lovers with a monthly average of 12 million  unique users (source: Audiweb, July 2018), more than 6 million fans on Facebook and more than 600,000 readers of the magazine each month, is extending its mission to assist Italians in the kitchen with its new Skill for Amazon Alexa, Amazon’s cloud-based voice service.

In fact, from today, owners of Echo, the new Amazon device, can interact with Alexa to find inspiration for dishes to prepare, with access to all of the Giallo Zafferano recipes.

“We are particularly proud to be working with Amazon for the new Skill of GialloZafferano,” declared Andrea Santagata, deputy general manager of the Mondadori Group’s Magazines Italy division. “With Amazon Alexa people who love cooking will have access to an innovative voice service that provides convenient assistance in the search for recipes and ingredients, in an entirely natural and friendly way.”

All you have to do is say “Alexa, open GialloZafferano” to enter a world of delicious ideas and ask “Alexa, let’s start cooking” to be assisted in all phases, step by step in a way in which the user can also interrupt the preparation at any time and start again from where they left off, and without ever having to use their hands, which are normally employed in the kitchen. So you can continue to cut, chop, mix while Alexa describes the next step, available also on video for Echo Spot, the Amazon Echo device equipped with a screen.

GialloZafferano, on the strength of the success of Italy’s number one cooking site, from which has been created a monthly magazine that in a little over a year has reached an average circulation of over 120,000 (source Ads, March 2018), a series of books and a TV show on Canale 5, now in its second season, can now also count on an even more articulated multi-channel offer, able to support users at any time of the day.

Giallozafferano, the point of reference for Italians in the kitchen, with 6.6 million unique users every month (source: Audiweb), over 6 million fans on Facebook and more than 600,000 readers for its printed magazine, from today will “speak” to its community also on  “Google Home, the voice-activated smart speaker recently launched in Italy by Google.

The Mondadori Group brand will consequently be available through Google Assistant across all compatible devices: Android and iOS smartphones and tablets, and Google Home and Google Mini smart speakers.

With Google Home it is possible to interact with the digital cooking assistant of Giallozafferano, that will establish a pleasant and friendly natural conversation with the user: all you have to do is call the assistant with a simple vocal command “OK Google, let me talk to Giallozafferano” to get the help you need in the kitchen. The secret lies in the innovative step-by-step function, in which a voice will accompany the user through each step of the preparation of the dish – using the vocal commands “back”, “repeat” or “forward” – making it possible even for inexperienced cooks to follow the recipe and  produce a perfect result without mistakes.

In fact, the  step-by-step function makes it possible to complete each phase of the preparation, interrupting when necessary, and starting again from where you left off. All by using the simple vocal “OK Google, ask Giallozafferano to start cooking again”; a particularly useful feature for dishes that require a long preparation.

With Giallozafferano’s new Action on Google,  you can choose a recipe, from a selection of over 4,500 available, with “OK Google, ask Giallozafferano for the recipe for tiramisù”, or run through the list of ingredients with the command “OK Google, tell me the ingredients”.

The new service offers a range of functions also to users accessing Giallozafferano from a smartphone or tablet, with even easier and more immediate usability thanks to the support of high-quality photos that make each stage even more intuitive and simple to complete.

This new project continues the brand strategy of Giallozafferano which, on the strength of the success of the web site from which a magazine was created that in just over a year has achieved an average monthly sale of 120,000 copies (source: ADS, March 2018), a series of books and a TV programme on Canale 5, can now count on an even more articulated multi-channel offer.

GialloZafferano, Italy’s most popular cooking web site is celebrating the success of “Le ricette degli Chef” (“Recipes of the Chefs), the section of the site devoted to award-winning Italian chefs, pastry chefs, bread-makers and pizzaioli.

For the first time the biggest names in high-level Italian cooking have joined together in the publishing project of a cooking web site with the aim of sending out a message: the value of traditional Italian food and simplicity.

The chefs take users by the hand and – in video tutorials shot in the GialloZafferano kitchen – guide them through the preparation of a classic dish of Italian cooking, while recounting the stories, emotions, origins and tricks that only a great chef knows, to transform a simple recipe into a gourmet  dish.

Simplicity is fundamental, but it demands technique, study and professionalism, all things that are identified with the GialloZafferano style. A style that is fully reflected  in the “Ricette degli Chef”: dishes that are easy to prepare at home, with simple and easy to find ingredients, that enable everyone to cook with joy and pleasure.

The section “Le ricette degli Chef” already has a number if important contributors:

– Davide Oldani, 1* Michelin from the D’O restaurant in Cornaredo, with his Zafferano e Riso alla Milanese D’O, a lighter and gourmet reinterpretation of the classic risotto alla milanese;
– Iginio Massari, one of the world’s leading pastry chefs and TV personality, with his irresistible Tiramisù;
– Davide Scabin, 1* Michelin form the Combal.Zero restaurant, with a classic mayonnaise and old-style vitello tonnato;
– Alessandro Negrini, 2* Michelin and the creative soul of the renowned Milan restaurant “Il luogo di Aimo e Nadia” with pizzoccheri valtellinesi, a memory from his birthplace;
– Ernst Knam, the “King of Chocolate”, with his Sacher Tort and Red Velvet;
– Cristina Bowerman 1* Michelin, with her recipes for an American-style breakfast, omelette and omelette with vegetables;
– Sal de Riso, Master Pastry Chef, TV personality and the  “ambassador” of all that’s best from the Amalfi Coast, with his torta caprese, delizie al limone and torta paradiso;
– Franco Pepe, crowned as the world’s best pizzaiolo by the prestigious international guide “Where to eat Pizza” with pizzelle fritte and the pizza di scarola;
– The Master Pastry Chef, Alfonso Pepe, with his panettone, a national multi-award winner, a fascinating recipe that is also rather complex;
– Gabriele Bonci, one of Italy’s leading bakers with his secrets on how to create solid and liquid yeasts;
– Paolo Sacchetti, the Master Pastry Chef from the “Nuovo Mondo” in Prato, with mouth watering recipes for savoiardi and zabaione,
– Cesare Battisti, the chef of Ratanà in Milan, with roast pork loin and English roast beef;
– Fabio Abbattista, the successor of Gualtiero Marchesi s the head of the Albereta Relais & Chateaux in Erbusco with orecchiette alle cime di rapa, risotto ai funghi and fiori di zucca in pastella;
– directly from Paris, Denny Imbroisi, for many years the sous-chef of Alain Ducasse and now the owner of the Ida and Epoca restaurants, among the finalists of the TV programme for professionals Top Chef France with profiterol and tarte tatin;
– The chef Claudio Sadler, 1* Michelin for the Sadler restaurant, one of the leading interpreters of Italian cuisine, with the great classic costoletta alla milanese.

Given the positive response of users and the attention of the starred chefs for the GialloZafferano audience, the project will be enriched with more big names from the world of upscale Italian cooking to increasingly enhance the culinary assets of our great tradition.

According to the recent “Food media brands” survey, carried out by Human Highway, GialloZafferano,  the Mondadori Group’s food brand, is considered the “Top Of Mind” brand for 21% of Italians online and held by 39% to be “never again without” in the kitchen and the most used site for cooking.

The site has a monthly audience of 6.3 million unique users (Source: Audiweb Total Digital Audience, November 2017), a community of over one thousand blogs and 9 million fans on Facebook. A new version of the app with a range of new functions was released in December and is available from the iTunes and Google Play Stores, where it has recorded over 6 million downloads and 110,000 active daily users (Source: iTunes – Google Play Store – Google Analytics).

Every month it is also on newsstands with the magazine GialloZafferano.

GialloZafferano, the Mondadori Group brand  and Italy’s leading cooking website, has launched a new version of its app, which has already  been downloaded more than 6 million times (Source: iTunes and Google Play) and has a daily average of 110,000 active users (Source: Google Analytics).

An improvement of the multi-channel di GialloZafferano offer which, this year, has pursued an extensive brand extension strategy with the launch in April of the monthly magazine and the publication in November of a book of recipes by the foodbloggers of the community.

With a graphic redesign, and a more useful and user-friendly interface, the new app has been expanded to include a range of functions to help users, from deciding what to prepare to shopping for provisions, as well as the different phases of preparation.

New features include:

– Favourite recipes: whether it’s Sunday lunch, a dinner with friends or a menu for a special occasion, it is possible to choose the name and the composition of your own recipe collection;
– Shopping lists: make sure you don’t forget any of the ingredients you need and what recipes they are for. Practical and shareable with whoever you want;
– Photo-commentary of recipes: to participate in the GialloZafferano community with feedback on recipes and talking about dishes you’ve prepared with photos of your efforts;
– Giallo Zafferano always by your side: thanks to a new registration process, also using Facebook, all of the GialloZafferano services are synchronised and can be used on both the app and on the website. Access using a smartphone of PC, you can easily find your recipes;
– Recipe of the day: with a push notification on your smartphone, you can also receive the recipe of the day, selected by the editorial team, who choose and organise the best dishes to help users discover new ideas for lunches, dinners and parties.
Each recipe is accompanied by lots of useful information – from preparation difficulty to the time required for preparation and cooking and the number of courses – with dishes organised by course and category.

With this new version of the app, GialloZafferano will be an even more effective tool for the brand’s community which, according to the recent survey “Food media brands”, conducted by Human Highway, is considered the “Top Of Mind” brand, for 21% of Italians online, and is seen as being “irreplaceable in the kitchen” and the site most used for cooking by 39% of users.

The first edition of the “Food media brands” survey, by Human Highway, is now available. The research examines two segments of the population – online e offline – a total of 2,200 adults, representative of 52.4 million Italians.

The survey provide a panorama of the sector’s most popular elements, ranging from the TV programmes and personalities to the editorial brands that Italians feel most attached to.
Among the standout results is the positioning of GialloZafferano: Italy’s most popular cooking website with 6 million unique users, and which is also available on newsstands as a monthly magazine and in bookshops with a book of recipes by foodbloggers. All of which make it the only top ranking digital native brand in the Human Highway survey.

The awareness of GialloZafferano emerges particularly strongly among the online audience: for 21% of the segment it is the first cooking brand that comes spontaneously to mind, giving it the “Top of Mind” title in the listing.
GialloZafferano is also one of the most well-known brands in both segments of the survey’s sample: spontaneously mentioned by 19% of the respondents (representing 10 million Italians), coming immediately after two much-loved TV programmes, La Prova del Cuoco and Masterchef.

According to the Human Highway survey, within the online segment, GialloZafferano is identified as the brand most used by Italians for cooking, thanks to the possibility of serving users in different ways across the whole day: it has become a “never again without”, unmissable in the kitchen brand for 39% of Italian Internet users (corresponding to 12 million people).

The analysis highlights how digital brands, and firstly GialloZafferano, are closely identified by their usefulness and are considered a valuable source of recipes, while the perception of the TV shows is mainly related to their entertainment value: with 71% of the respondents declaring that they have seen or consulted GialloZafferano in the last year, qualifying it as the brand the most effectively converts knowledge into utility.
GialloZafferano is the point of reference for internet users also in terms of  its influence on buying behaviour: with twice as many respondents declaring that they follow the advice indicated in the featured recipes, compared with those on the TV programmes.
In this context, based on the indications regarding the spontaneous awareness of all of the Mondadori Group’s food brands in the survey – GialloZafferano along with Cookaround, Sale&Pepe and Cucina Moderna – reach a total of 23.4% of the population.