News Corp Australia’s leading food brands have launched Together@Home to meet the demand for in-home food content.
News Corp Australia’s director of Food Corp Fiona Nilsson said: “While Australians are physically distancing, social connection and virtual communities are more important than ever before. Our food brands have deep engagement with their audiences and we have an obligation as the market leader to step up and support consumers – not just practically, but emotionally and mentally as well.
“This week Australia’s Best Recipes, delicious. and taste.com.au have all launched new brand-led offerings to help audiences come Together@Home. Each offering has been designed to provide information, inspiration and light entertainment with a focus on connecting people.
“Following trends we’re seeing via social and search, and conversations with our consumers about what they want from us, we’ve completely revolutionised how we create recipes based on demand.”
delicious. Out of Office, taste.com.au Keep Calm Kitchen and Australia’s Best Recipes Pantry Heroes all have dedicated website sections and modules with content and tools; and social activity including virtual, live streaming video series scheduled both daily and across the week.
This month taste.com.au is breaking seven-day performance records with a slow cooker bread recipe, a homemade hand sanitiser article and easy dinners from pantry staples which generated 1.7 million page views.
Consumers are also wanting advice and easy ways to use the staples they have purchased. For delicious., baking and bread are popular with page views to a ‘No-knead Bread’ recipe up more than 10,000% month-on-month. On Australia’s Best Recipes a ‘Cooking with Nothing, Tricks to Learn from Nan’ gallery of recipes was a top performer with 350,000 page views in a single weekend. (Audience source: Adobe Analytics)
What Food Corp has on offer
delicious. OUT OF OFFICE is for those working from home and self–isolating. Using every platform available and all content formats to bring latest news and light relief to audiences craving entertainment, advice and inspiration as they undertake physical distancing.
Daily video programming from the homes of the delicious. team and talent network includes: Virtual Cocktail Hour, a cocktail or signature drink every Friday to get you through self-isolation; Out of Office, familiar faces whip up inspirational dishes using pantry staples; and Use It Up, easy ways to use up your pantry staples with food director and zero waste queen Phoebe Wood.
delicious. editor-in-chief Kerrie McCallum said: “We have seen huge traffic growth over the last week, our best five days on record with more than 100,000 mark on average for unique audience and 600,000 page views.
“Our socially led series of new programming has been created to help consumers deal with their changing situation – isolation, working from home, uncertainty – and what to do with all those pantry staples. It’s also bringing you breaking news, not just recipes. To do this we are relying on iPhones to film, and stream live or via virtual hooks ups or social stories.
“People are desperate for this connection and have the time and desire to watch us – the quality and style of filming is different to adapt to the changing circumstances and a little less formal and polished than normal.”
taste.com.au KEEP CALM KITCHEN is a resource delivering solutions and recipe ideas to help consumers prepare themselves in this new era of uncertainty around ingredients, health and budget. A programming shift with a constant flow of ideas and information from supermarket updates and pantry-based recipes to daily live #DinnerTogether videos and Q&A’s with taste.com.au’s food experts.
Keep Calm Kitchen includes simpler recipes, recipes to make the most of what’s in the pantry, clever ingredient swaps, and creative fun things to help people stay positive and socially connected.
Australia’s Best Recipes PANTRY HEROES provides everything needed to open the pantry door and win the day; meal plans, shopping tips, super-simple recipes, DIY cooking guides and daily updates. Value and savings are also key and there are smart-dollar savers to use every day.
Editorial director of taste.com.au and Australia’s Best Recipes Brodee Myers-Cooke said: “As shutdown measures come into force across the country, we’re all spending lots more time at home. Our mass food brands taste.com.au and Australia’s Best Recipes are here to help and have already seen big surges in traffic.
“Taking learnings daily from these traffic spikes and applying them straight away, the teams are producing content on the fly which is now our most popular content. We’re pulling down our production walls and going from idea to upload in 48 hours, everyone is a content maker right now.”