News Corp Australia and food brand Taste.com.au have announced a partnership to launch a retail promotion giving readers the opportunity to collect 14 mini cookbooks.
Each of the mini cookbooks is filled with 23 of Taste.com.au’s favourite recipes, all triple tested and trusted. Plus, each of the recipes comes with expert advice to ensure success in the kitchen.
The Taste.com.au mini cookbook collection will be available exclusively through newsagents with the purchase of a News Corp Australia metropolitan and regional newspaper from November 8.
Taste.com.au magazine ambassador and celebrity chef Manu Feildel is the face of the campaign and will feature in TV, radio and PR executions.
Feildel said: “I was delighted at the invitation to be the ambassador of this campaign. I’m a big supporter of Taste.com.au as it delivers the home cook visually appealing, clever and achievable dishes every time. I’m sure readers will love collecting these special mini cookbooks and creating mouth-watering meals for their family.”
News Corp Australia’s group marketing director Damian Eales said: “We are acutely aware of Australians’ hunger for food news and views. Research commissioned ahead of this campaign highlighted that families are cooking at home more than ever, valuing family meal times together and frequently experimenting with new recipes in the kitchen. 76% of respondents also rated cookbooks among the top sources of inspiration for trying a new recipe.
“So with this campaign we are meeting and feeding that need. It will give our customers even more value from their local newspaper. We are thrilled to partner with Taste.com.au for this consumer retail promotion; they have created some really special Mini Cookbooks that our readers will want to collect.”
NewsLifeMedia CEO Nicole Sheffield said: “Taste.com.au reaches 6.466 million people* every month across the website, magazine and newspaper lift-outs. It is an essential part of our consumers’ lives, it is the trusted place they come to plan, shop, cook and share their daily food journey. I was delighted when we were approached to create the collection of mini cookbooks for this promotion; it’s a very exciting partnership.”
The first mini cookbook and premium collector case will be free with the purchase of The Herald Sun, The Advertiser, NT News and Mercury from Saturday November 8 and then The Sunday Telegraph, Sunday Mail (SA), The Sunday Mail (QLD) on Sunday November 9.
Subsequent books will be sold for $2.00 every day for two weeks in all News Corp Australia metropolitan dailies; as well as regional newspapers including the Geelong Advertiser, Gold Coast Bulletin, Townsville Bulletin and The Cairns Post.
The Sunday Times in WA will launch its promotion on 16 November with two mini cookbooks available for $2.00 each on the subsequent Sundays until December 7.
Social media activations will be supported with the hashtag #hungryideas
- Creative agency: Archibald Williams
- Media agency: UM
- Production company: Windows Productions
- Post-production studio: Fanatic Films