News Corp Australia’s leading food brand taste.com.au has announced the launch of an expanded video offering and a series of new commercial initiatives to drive action every day with Australian shoppers.
taste.com.au’s new video network taste.TV is now live, shoppable ads launch on the site on October 1, and an evolved sampling offering is available with live opportunities in two new areas.
News Corp Australia’s director of lifestyle Fiona Nilsson said: “Taste.com.au has seen an increase of 200% in video plays and streams over the last year. Australian shoppers love food videos. We’re continuing to innovate and amplify our content in this area with taste.TV which builds on our existing video offering, both on and off-platform.
“Marketers are looking for ways to drive action with Australian shoppers and taste.com.au’s new commercial opportunities deliver on that. Shoppable ads will enable more opportunities to help drive transaction for our clients, putting their products directly on consumers shopping lists. Our new sampling opportunities have been designed to get client’s products in to the hands of shoppers to drive interaction with Australian consumers.”
The taste.TV content offering features a compelling mix of live shows, scheduled programs and bespoke video with a range of client integration opportunities, along with taste.com.au’s library of more than 500 essential how-to and recipe videos. All video content is located at taste.TV, a dedicated zone on taste.com.au.
New weekly programs include:
Emergency Dinners – One quick and easy weeknight recipe in 10 minutes or less. Food editor Kim Coverdale guides viewers through the tricky midweek dinner rush, showcasing easy recipes and transforming supermarket ingredients into delicious weeknight dinners.
taste.TV Thursdays at 4.00pm streamed on Facebook with live Q&A with taste.com.au experts and housed on taste.TV.
Healthy Hacks – Get your week off to a healthy start with the ultimate Healthy Hack recipe. Perfectly timed for weekend shopping viewers will be shown inspiring meal prep, great recipes, clever ideas and must-buy ingredients.
taste.TV Saturdays at 9.00am streamed on Facebook and housed on taste.TV.
New bespoke commercial opportunities include Test Kitchen, a behind-the-scenes of the taste.com.au test kitchen, where the latest ingredients, products and gadgets are given the taste test; Grab & Go, five ingredients really can make an amazing meal, just grab the ingredients and bring them together; Household Hacks,products and hacks to get your household ship-shape, clean, stored and organised; and Easy Entertaining, tricks and tips to elevate any occasion whether it’s a fancy gathering, a relaxed barbecue or a lazy Sunday picnic.
Launching on October 1, taste.com.au’s Shoppable Ads are focused on getting clients products to the point of transaction. Products featured in shoppable ad units on taste.com.au will be able to be shopped directly in a brand safe environment via supermarket partner Coles.
taste.com.au has a sampling audience of more than 100,000 Australian shoppers signed up to sample products. taste testers drive word of mouth and consumer advocacy through product trial and reviews for clients and have evolved into two new areas.
taste testers LIVE: Puts products directly in the hands of Australian shoppers at live experiential events.
taste testers TRY: Gain valuable feedback from Australian shoppers in the research and development phase of a products life-cycle.
According to Nielsen DCR data for July, taste.com.au has a unique audience of 4.6 million. With 32 million in-site searches, 4.2 million recipe printouts in the last year and 1.5 million taste.com.au users adding an ingredient to their shopping basket every month. taste.com.au’s ‘driving more action from Australian Shoppers every day’ trade positioning focuses on the powerful combination of scale, food expertise, trust and credibility that helps drives action from Australian shoppers every day and importantly, helps drive success for clients and advertisers.