AWW Food

Australian Women’s Weekly launches premium digital food destination

Bauer Media’s The Australian Women’s Weekly has launched womensweeklyfood.com.au, a dedicated digital food destination, home to the famous ‘Triple Tested’ recipes.

Womensweeklyfood.com.au launched ahead of the festive food season after insights revealed The Weekly’s heartland audience don’t have time for ‘food fails’ and find the current online recipe landscape overwhelming.

More than seven in 10 (73%) of The Weekly’s audience associate its famous Triple Tested recipes with reliability, 61% trust them and a further 78% believe The Weekly is influential in shaping their opinions about food.

First introduced in 1968, the Triple Test mark of quality and reliability has been a feature of The Weekly for five decades. Every recipe that bears the Triple Tested logo has been prepared and tested a minimum of three times in The Weekly’s Park St, Sydney test kitchen. This ensures the recipes work the first time and every time in any kitchen.

“As the country’s most trusted magazine brand, The Australian Women’s Weekly has inspired generations of cooks. We’re delighted to bring the trust and heritage of our extensive culinary content and test kitchen talent, to our loyal readers who want access to our recipes on a premium website,” said Nicole Byers, Editor-in-Chief, The Australian Women’s Weekly.

In addition to its Triple Tested recipes, womensweeklyfood.com.au also includes how to’s, product reviews, foodie facts and curated recipe collections including ‘Quick & Easy’, ‘Baking’, ‘Healthy’, ‘Midweek Dinners’, ‘Workday Lunches’ and more.

The site features enhanced video capabilities with stop-motion videos for social media, premium and original visual content from the test kitchen, as well as GIFs for step-by-step articles and feature recipes.

Sarah-Belle Murphy, General Manager of Digital at Bauer Media added: “The Weekly has been synonymous with sharing great ideas and recipes for decades. Now we’re bringing it all together in an immersive website so our audiences can experience the triple-tested dishes The Weekly is known for. It will be the ‘go to’ destination for all things food, family, cooking and entertaining.”

A marketing campaign, including trade activity, television and social media, utilising Bauer’s foodfluencer family, has commenced this week.