There’s something powerful about seeing a brand step outside its comfort zone and absolutely nail it. That’s exactly what Wonder — the parent company behind Grubhub and Blue Apron — is doing with its recent acquisition of Tastemade. On the surface, this might look like a food-meets-content type of deal. But in reality, it’s a masterclass in long-term marketing strategy and media transformation.
Tastemade isn’t just a content platform — it’s a full-blown digital studio with creative capabilities, connected TV (CTV) reach, and 160 million social followers. And Wonder didn’t just want a content arm. With its own customer data, delivery platforms, and storytelling capabilities, it was attempting to transform its current platforms into something new: a self-contained media network. Wonder’s decision places the company squarely in the ranks of new retail media networks, where companies own their audience connections and monetize them as media experiences.
How content and commerce are merging in real time
Let’s take a moment to reflect. Content and commerce used to be two different worlds. You had media that told stories and brands that sold stuff. Those two worlds are combined in Wonder’s play to create a system where content not only entertains but also converts.
By bringing Tastemade into its ecosystem, Wonder now controls every stage of the user journey. From the moment someone sees a beautifully produced video recipe on CTV to the second they click “order” through one of Wonder’s delivery-first restaurants, that’s one seamless brand loop.
And the best part? Wonder owns every touchpoint. It has the data, the audience, the content, and the delivery infrastructure. That’s the holy grail of modern marketing.
This is exactly what forward-thinking brands are aiming for when they explore media networks — not just placing ads on third-party platforms, but creating their own space where content, data, and commerce all work together.
The rise of owned audiences and brand-led media
The real value in Wonder’s acquisition isn’t just Tastemade’s creative team or its follower count. It’s the shift in mindset. Wonder is no longer just a food service brand. It’s evolving into a media company with built-in distribution and native advertising opportunities.
What makes this so timely is the current state of advertising. Brands are under pressure. Cookies are going away. Social media algorithms are unpredictable. Ads on traditional platforms are expensive and often ignored. The response? Build your own ecosystem — and that’s where media networks come in.
With Tastemade under its belt, Wonder now has the power to create branded shows, short-form snackable videos, and even long-form documentaries — all centered around food, lifestyle, and culture. And when you pair that with delivery services like Grubhub and meal kits from Blue Apron, it becomes a self-sustaining content engine that can sell while it entertains.
Why this should matter to other brands and marketers
For brands watching from the sidelines, there’s a lot to take away from this move. You don’t have to acquire a major digital studio like Tastemade to follow Wonder’s lead. But what you can do is shift your thinking.
Start treating your customer touchpoints as potential media moments. Think beyond the blog. Think about micro-content for niche audiences, interactive experiences, and direct-to-consumer communication. Whether it’s through your website, app, or even email — you have more control than you think.
And if you’re not quite ready to build out a full network, look at partnerships. Collaborate with creators, invest in branded content, or start testing performance inside existing retail media networks. The key is not just visibility — it’s ownership. Wonder’s move shows us that when a brand owns its content, its data, and its delivery, it owns its growth.
What success could look like going forward
Let’s be real: not every brand play like this pays off. But Wonder has something rare — alignment. The brand, the audience, and the platform are all built around food. Tastemade slots in seamlessly, both thematically and strategically. If Wonder executes this right, it won’t just create great content — it’ll build a loyal, engaged, and highly targeted audience that brands will want access to.
That’s the essence of where media networks are going: not just flashy ad units, but full experiences — grounded in data, trust, and value. Wonder’s success here will come down to integration, consistency, and how well it can blend commerce with content without it ever feeling forced.
Every brand is now a media brand
We’re in a moment where the lines between brand and publisher are blurred — maybe for good. Wonder’s Tastemade move is a clear reminder that being in the food business today also means being in the content business. And any company with a dedicated audience and the right marketing strategy has the potential to build its own media empire.
Whether you’re a startup founder, a marketer at a mid-sized brand, or part of a larger team wondering how to grow in this ad-saturated world — this strategy is worth studying. Not because it’s flashy. But because it’s smart, scalable, and perfectly timed.
If you’ve ever wondered what it looks like when brand storytelling, customer data, and delivery come together in one ecosystem — Wonder just gave us the blueprint.
FAQ’s
1. Are retail media networks only for big brands?
Nope — smaller brands can absolutely benefit, especially with the right placement.
2. Do I need fancy content to use retail media networks?
Not at all — clear, helpful content that speaks to your audience works best.
3. Can non-retail businesses use retail media networks?
Yes! It’s all about reaching the right people, not just selling products.