iVillage, EatingWell.com Break Bread

iVillage will lead the digital sales force of EatingWell.com under terms of a partnership announced Friday, creating custom campaigns to combine iVillage’s female community and EatingWell.com’s food and health expertise.

NBC Universal-owned iVillage relaunched its Food site in November.

iVillage senior vice president Joe Lagani said:

Our expertise in digital marketing offers tremendous value to the overall food marketplace. We look forward to offering advertisers the combined power of the Eating Well audience and the iVillage community of influencers. We also remain impressed by the quality of EatingWell.com’s content and believe it’s very complementary to the newly relaunched iVillage Food site.

And Eating Well Media Group CEO Tom Witschi added:

iVillage has a strong pulse on today’s modern, digital woman. This partnership will help advance the cause of healthy eating and enable us to connect with major brands in the food, consumer-packaged-goods and pharmaceutical spaces.