News Corp Australia’s leading food brands have launched Together@Home, pivoting their content strategies to meet the demand for in-home food content during this time of unprecedented disruption.
With consumers turning to trusted brands, taste.com.au, delicious. and Australia’s Best Recipes have all seen some of their biggest ever traffic days over the last week.
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 provide relevant and useful content to their audiences through 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.
Consumers are actively looking for content with information and solutions. 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 alone. Comfort food is popular, with 50% of the top performing recipes across taste.com.au and Australia’s Best Recipes being desserts and sweets.
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.