Walmart Bows Holiday Recipes, E-Commerce on Tastemade Streaming Video Service

Walmart is partnering with media company Tastemade to launch two special holiday episodes of the Daytime Emmy-nominated series “Struggle Meals” on Tastemade’s streaming network.

The episodes are Tastemade’s first brand partnership for the online series, and allow streamers to shop for holiday recipe ingredients using Walmart’s pickup and delivery service for delivery or curbside pickup. The first episode just launched, followed by the second episode, which will go live Dec. 17.

With the pandemic prompting more families to cook at home and prepare meals in advance, Walmart is focused on finding innovative solutions and partners to help streamline the process for people to get food on their tables. The streaming video episodes offer tips on how to cook inventive, better-for-you, minimum waste meals that aim to save time and money, while also alleviating the stress of holiday cooking and planning.

“Struggle Meals” is hosted by Chef Frankie Celenza and is one of Tastemade’s most successful shows to-date, garnering an audience of more than one million viewers per week cross-platform.

“Viewers will be able to easily shop all the ingredients for these amazing holiday recipes, while cooking alongside their favorite chef and enjoying delicious meals with their loved ones,” Mary Schulke, associate director of strategic partnerships at Walmart, said in a statement.

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Viewers have the opportunity to text an on-screen number from their phones to add ingredients from the featured recipes in the episodes directly to their Walmart shopping cart using Walmart’s pickup and delivery service.

In each episode, Chef Frankie offers techniques to cook Thanksgiving and holiday-themed meals, and shares tips to creatively use ingredients viewers already have at home to make delicious fare for their guests in addition to the main dishes. The Struggle Meals holiday edition features a unique take on bold holiday flavors, including dishes like Thanksgiving turkey burgers, cinnamon nutmeg doughnuts, tacos with holiday brisket, creamy butternut squash soup, and more.

“The holidays will look a little different this year, so with these special Struggle Meals episodes, we’ve partnered with Walmart to help consumers prepare delicious meals that will save time and money, and that will allow for more time to be spent with friends and loved ones — whether that’s virtually or in-person,” said Jeff Imberman, head of sales and brand partnerships at Tastemade.

The episodes will air on Tastemade’s streaming network, on the newly launched Tastemade en Español streaming channel (with Spanish subtitles). These episodes will also be available on Struggle Meals’ YouTubeSnapchat, and Facebook, and Tastemade’s FacebookInstagram, and TikTok.

Report: ‘Friends’ Most-Watched TV Show Over Thanksgiving Weekend

In addition to football, TV show re-runs dominate viewer interest around the Thanksgiving holiday, according to new data from USDish, a reseller of Dish Network. While movies dominate around Christmas, TV show episodes rank high among viewers over Thanksgiving, with “Friends” the most popular TV show. Of the 15 TV show episodes that ranked most-popular, 10 were “Friends” episodes.

In compiling its data, USDish analyzed the top 15 holiday episodes for each holiday using IMDb data. To qualify, each episode had to meet the following criteria: Contain the keywords “Thanksgiving,” “Christmas,” or “New Year’s Eve,” respectively; be produced between 1990 and 2020; have more than 1,500 IMDb votes; and achieve a rating of 7.5 and above.

“Once we narrowed down our search, we found each episode’s viewership count using the viewership archive on TV Listings,” wrote Travis Peterson, author of the study. “Then we ranked each episode from most popular to least-popular based on viewership.”

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To find the most-searched TV show in each state for November, December and January, respectively, USDish analyzed Google Trends data.

The study found that comedy and romance are hits around Thanksgiving, with more than 93% of the top episodes categorized as comedy. Thirteen out of the 15 TV episodes (87%) are also categorized as romance.

Apparently Thanksgiving is a perfect time for a little throwback TV. Seven out of the top 15 episodes aired in the ’90s, while six aired in the 2000s. The average running time of all episodes on the list is 24 minutes.