Coles infiltrates taste.com.au

Coles has jumped onboard recipe website taste.com.au in an exclusive brand and commercial partnership between the supermarket giant and News Corp Australia.

From November 4 weekly specials from Coles will be matched to taste.com.au’s recipes with Cole’s online shopping lists to match more than 26,000 recipes.

The supermarket giant’s ‘Feed your Family’ content by chef Curtis Stone will also be available on the site which will feature a Coles store locator on every page.

Coupons for the supermarket will be included on more than 120,000 taste.com.au recipes and shopping printouts weekly. Coles will also curate seasonal zones for the cooking community.

Simon McDowell, Coles’ marketing and store development director, said: “We know our customers are using digital devices in the kitchen to both browse through delicious inspiration, but also for very practical purposes, like shopping lists and managing the household food budget.

“We have recognised the rise of the ‘digital kitchen’ and listened to our customers calling for more recipes and better value. This innovative new media partnership with Australia’s favourite food website – taste.com.au, has been built specifically to meet this need and deliver an experience never before seen in Australia.”

News Corp’s group director of sales, Fiorella Di Santo, said the partnership brings together two of the country’s favourite food and lifestyle brands.

“This is the largest ever partnership of its kind and demonstrates the strength of our category brands in engaging audiences throughout the day, which taste.com.au does for foodies around Australia.”

NewsLifeMedia’s chief executive, Nicole Sheffield, described taste.com.au as the “hub of the digital kitchen” and said the partnership will engage grocery buyers and in turn add value to the taste.com.au experience.

In early September the first edition of Taste.com.au magazine hit the stands with a $3m marketing campaign to back its launch.

The launch of the magazine came after NewsLifeMedia axed Woolworths’ Australian Good Taste custome title.

The partnership adds to Coles list of sponsorship relationships, which includes Ten’s MasterChef and My Kitchen Rules on Seven.

The supermarket also recently announced an exclusive partnership with UK chef Heston Blumenthal.

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