delicious.100 - creating tasty new revenue streams
Media associated with this campaign
Overview of this campaign
Creating a NEW Sunday Paper Audience
48% of Australians now consider themselves a Foodie*, and with the rise of social media and the ‘food-tographer’ people expect to be able access celebrity-chef-style quality experiences each time they venture out for meal. Targeting this audience opened up a new category of advertisers and partnership opportunities, as well as increasing circulation – our key category competitor has a dining guide, encouraging subscriptions and promoting engagement with our online platforms.
The Market Gap
We identified that the market was in need of a substantial guide to the best restaurants, from high-end to suit special occasions to less formal venues, in an aspiring foodie’s local area. Launching an annualised sponsored guide would help to build consumer AND advertiser consideration of our Sunday papers, within the Foodie audience.
Any brand launching a credible Australian Foodie’s guide should be: • universally trusted • aspirational • attainable • local
Delicious. Magazine has become one of the most influential and powerful food & lifestyle brands in Australia, supported by high profile industry talent & chefs. The Sunday Telegraph and Sunday Herald Sun have represented the everyday Australian for generations, and represent the number one provider of news and entertainment in their respective local regions.
The Ultimate Sponsor
A sponsor was critical in order to remain cost neutral in year 1. Worldwide, Open Table finds restaurants for more than 19 million diners each month to over 37,000 restaurants, and is rapidly expanding in the Australian market. Combining Open Table’s brand recognition with News’ existing reach provided the perfect enhancement to the guide’s credibility within the new Foodie audience.
The Marketing Campaign
It was essential that the supporting campaign was nimble and cost effective, efficiently utilising house press, digital, radio & eDM channels, whilst innovatively leveraging social media and celebrity chefs (e.g. Heston Blumenthal, Matt Preston).
Results for this campaign
November 20th, 2016, The Sunday Telegraph and Sunday Herald Sun forged an exciting new path by launching The delicious.100. The new 20+page lift outs, coupled with interactive websites delivered a comprehensive and authoritative guide to the best 100 restaurants in each state, including easy-to-navigate categories like ‘best value’, ‘best new restaurant’ and ‘best date night’.
The delicious.100 reached a staggering 8,529,000 PEOPLE across the 3 week campaign; delivering the most substantial dining guide proposition in Australia (combined reach of Sunday Herald Sun, Sunday Telegraph, delicious. magazine and all corresponding websites). We reached an astounding 6,250,000 MORE PEOPLE than our nearest print competitor ‘The Good Food Guide’.
Building for profit
• The delicious.100 deal with Open Table included investment in a new booking mechanic through News owned sites, starting with a trial on delicious.com.au. • The deal stipulates that 50% of booking revenue (between $4.50 - $6.50) will be paid to News as a result of direct site referrals
The campaign firmly established the delicious.100 brand as a credible list of the top 100 restaurants amongst the new Foodie audience.
• 5.5M+ impressions and 1.3M+ exposed to the #delicious100 hashtag on Twitter and instagram • 1.9 million impressions gained through the paid Facebook campaign • 72K+ facebook users reached organically through the delicious.100 social posts from the Sunday paper profiles • 63K Foodies voted on the interactive websites for their favourite restaurant • 33K+ page views for our top performing article on Herald Sun alone • Over 1400 entries into the Marketing competition to win $500 dining voucher, which was live for just 1 week and promoted via social media only • 1500 uplift in papers sold, when compared to year prior • 10% uplift Sunday home delivery subscriptions, when compared to year prior