Woolworths has given its iconic Fresh Ideas magazine a new look for its 20th anniversary. It’s moving beyond being a recipe magazine to become a comprehensive lifestyle guide, grounded in food for Aussie homes.
For 20 years, Fresh Ideas has been a go-to for quick recipes and practical tips. Today, it reaches nearly 4.1 million monthly readers, ranking it in the top three magazines in the country.
The redesign transforms Fresh Ideas into a rich lifestyle resource, giving readers fresh content for everyday life, and deepens the opportunities for brand partners to integrate directly into editorial that value-conscious food lovers are already reading.
Nicole Byers, editorial & publishing lead said: “Our customers have told us they want more than just recipes, they want inspiration for everyday Aussie life.
“While food will always be at our core, this reset allows us to evolve into a broader lifestyle guide.“By deepening how we cover daily living, we can connect with our community in a more authentic way while delivering far more value to both our readers and brand partners.”
Steve Geelan, Cartology’s general manager of product, comments on the opportunity for brands through Cartology.
“This is an exciting evolution of our Fresh Ideas solution for clients, providing a powerful creative canvas that integrates food and everyday needs brand partners directly into the editorial fabric of the magazine.
“We know our customers love to browse, discover, and be inspired and we are excited to partner with brands to connect with customers through rich, engaging content that lives in the physical magazine and extends onto social channels.”
As Fresh Ideas moves into its next decade, the redesign reinforces Woolworths’ and Cartology’s commitment to connecting with customers in the moments that matter most – from the first spark of inspiration on the sofa to the final purchase in the aisle. The 20th anniversary edition is live in Woolworths stores across the country.
