Best Magazine Covers 2017: Julie Lee, Coles magazine

Editors select their most significant covers from the past 12 months

Editors select their most significant covers from the past 12 months.

Julie Lee, Editor-in-chief, Coles magazine

The standout of 2017 was our November pavlova cover. It is a beautiful image with the requisite “yum” factor and a great example of how one piece of content can be used in all channels to drive sales, engagement and reach.

Based on our knowledge of what recipes readers are searching for at this time of the year, the brief was to use Coles Brand Pavlova Discs and the in-season hero, cherries, to create a cover to transcend all mediums. The image wasn’t just used on the magazine, it was also used on in-store recipe cards and product bays that housed all the products needed for the recipe. The image and recipe also went into all other Coles-owned channels: Coles online shopping portal, and social channels (Facebook, Instagram and YouTube).

We filmed two versions of the video – a short-form video for Facebook and long-form for YouTube. The recipe also featured in the above-the-line Coles Christmas campaign, forming part of the Christmas TVC, used in digital advertising screens and heroed in the Coles catalogue.

Finally, the recipe was used in ad units and on a recipe page on What is particularly satisfying about this cover is that it shows how content can have a direct impact on sales with customers sharing their intentions to buy on all social channels and Coles research groups.

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