Coles Magazine

by Medium Rare Client: Coles
The Brief

To increase engagement and drive revenue – both in-store and from advertising sales – by using content to deliver everyday solutions to the ‘What’s for dinner?’ dilemma.

The Response

EXTEND REACH through improved workflows and commissioning – making it easier to publish content into all channels.

INSIGHTS-LED CONTENT

Content commissioned is based on analytics from Australia’s largest and most trusted food recipe

website taste.com.au. With a unique audience of 2.1 million people per month, its insights, coupled

with knowledge of changing food trends, ensures recipes created for Coles respond to up-to-the-

minute online searches from shoppers.

VALUE-LED CONTENT We develop additional recipes for catalogues based on weekly specials, giving shoppers inspiration with real savings. These recipes are then used on taste.com.au to support value-led digital ads on the Coles landing page on the site.

PRACTICAL CONTENT We create video and animations to bring our recipe content to life to help people build the skills they need. We have produced a series of “Kitchen Secrets” videos which are profiled in the magazine driving readers to watch on taste.com.au; used as paid media on Facebook; and included in the Coles app with relevant recipes.

BOOSTING REVENUE We’ve built new integrated advertising packages and streamlined the production of advertorials based around our content team’s recipe development. We have worked with Coles business teams to develop opportunities for

supplier funded specials that tie-in to marketing events and priorities.

The Results

GROWTH IN READERSHIP AND DEMAND
YOY readership increased 34%.**
Since relaunch stores regularly run out of allocation – so the print run has now increased by 200k per issue
The iPad app has 43,994 monthly users (11.95% increase since relaunch)
Coles’ recipe views on taste.com.au have increased 59% YOY

INCREASED LOYALTY AND ENGAGEMENT
27% of readers read every issue vs. 22% prior*
62% spend more than 11 minutes compared to 55% prior*
87% of readers likely to purchase from Coles (7% increase since relaunch)*

INCREASED VALUE AND REVENUE
Number of recipes cooked per issue has increased from 1.9 to 2.2 per issue*
Advertising dollars up 25% YOY
A beauty mini-mag insert created for our April issue doubled budgeted advertising revenue and increased foot traffic in the beauty aisle by 14%.

*Coles survey July 15
** Roy Morgan Single Source June 15