Home Beautiful and Harvey Norman have partnered on a new content series which will transform a quintessential Aussie shed into a field-to-fork restaurant whilst showcasing culinary local heroes.
In 2012, Martin Boetz (pictured above, right) – the chef behind the cult following of Longrain during his 13-year stint – escaped the bustle of the big smoke to take on a new adventure and snapped up a rundown property in the Hawkesbury Valley in NSW.
For the last six years, he has built up a unique providore business supplying the city’s chefs with culinary delights, such as sustainable seafood, free-range pork, goat’s curd and sourdough, straight from the Hawkesbury valley.
In 2018, Home Beautiful and Harvey Norman are now joining Boetz’s journey with a three-month content series including twice-weekly webisodes, print features in Home Beautiful and Better Homes and Gardens showcasing behind-the-scenes portfolios and Martin’s step-by-step recipes, a dedicated website vertical, and social and digital amplification across the broader Pac Mags group.
Harvey Norman founder Gerry Harvey (pictured above, left) will star alongside Wendy Moore (general manager of homes and food at Pac Mags), Boetz, guest celebrity chefs (including Christine Manfield, Alex Herbert, Giovanni Pilu, and Alessandro Pivoni), winemaker Lisa McGuigan, and a range of amazing local producers for the series.
The new restaurant is planned to be open in 2019 and will include regular guest-chef menu collaborations, special foodie and private events.
Moore said: “Over the next 12 weeks, the Cooks Co-op content series will cater to our audience’s love of renovation projects and passion for food whilst transforming a humble shed into an impressive farm-to-table restaurant.
“It’s a privilege to work with Gerry Harvey and renowned chef Martin Boetz on this once-in-a-lifetime project and we look forward to showcasing the incredible farmers, food producers and local hospitality on offer, only a short drive from Sydney’s CBD on the Hawkesbury River.”
Harvey said: “This is the story about an urban chef, Martin Boetz, that came to the country and got involved in cooking, the community, the environment, fresh food, local produce and his whole life has a different meaning,” he said.
Boetz said: “The Cooks Co-op is quite simply like no other project I know of.
“What began as a hypothetical idea with Wendy Moore over dinner and a glass of wine last September has become a dream come true.
“We’ll shine a light on some of the country’s best food producers, meet the locals who make this region so special, share delicious recipes and transform an old, humble tin shed into an impressive space, all against the backdrop of Sydney’s beautiful Hawkesbury that I have come to love.”
This year’s project follows Home Beautiful’s content series last year, ‘House to Home Beautiful’, where a Melbourne home was knocked-down and completely rebuilt over a 12-week period.
In this guest post, Garrett Ilg, President JAPAC at Oracle, Oracle Corporation lays out how marketers can lead their businesses to recovery… The global pandemic has changed nearly everything for CMOs, forcing them to scramble as consumers shift even more to online shopping. Meanwhile, CEOs are pressuring their marketing chiefs to find strategies for recovery. […]
The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]
Grill’d has launched a new tactical campaign ahead of the upcoming US elections, with the aim of comparing big American fast food giants with Grill’d’s home-grown, healthier approach to burgers. The tongue-in-cheek campaign depicts Donald Trump’s addiction to fast food options, such as McDonald’s, KFC, Burger King and Dominos, with the words ‘You are what […]
In this guest post, Dr Phillip Lawrence of Edith Cowan University debunks the myths of the environmental impact of printing… The environmental credentials of printing have been in the spotlight for a while with brands and marketers as well as large corporates regularly proposing they would reduce or eliminate paper and printing from their business as […]
The WPP-owned agency Mindshare has revealed it has won the media business for both Kayo and Binge. Both Kayo and Binge form part of Foxtel’s Steamotion’s streaming services and have seen significant boosts to the subscription numbers in recent times, primarily during lockdown. Commenting on the win, Mindshare CEO Katie Rigg-Smith said the win would […]
Realworld, an Australian location-based technology company, today launched adfindr.co, a leads platform for media owners. Adfindr finds the contact details of hundreds of local businesses around any location. Adfindr offers all media owners a database of local advertising leads. Simply type in a location and extract advertising leads in that area. David Sanderson, Director at […]
The new Online Will from State Trustees has launched with an unexpected campaign via newly appointed creative agency Hardhat, one that aims to turn in between moments into opportunities for action. Having a baby, moving house or exploring some thrilling new hobbies – this colourful, tongue-in-cheek campaign leverages the types of life stages that trigger […]
Worksafe and FCB New Zealand have launched a wild new campaign, challenging New Zealanders to take a fresh look at workplace safety. The launch TVC, hitting screens big and small this week, asks workers to be more vigilant and proactive, by listening to their inner-meerkats. In the last five years, WorkSafe has recorded 363 workplace […]
Immersive media company Imagine Room has signed an exclusive agreement with Microsoft to build and operate Australia’s first Mixed Reality Capture Studio to drive the next generation of content production. The state-of-the-art studio uses 106 cameras to create holographic and 3D-video performance assets and create immersive and interactive experiences for virtual reality (VR), augmented reality […]