delicious.100 - catering to a new audience
Media associated with this campaign
Overview of this campaign
Potential NEW 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. Accessing this specific audience is new for News Corp Australia’s Sunday papers, presenting an opportunity to increase circulation by targeting this group to buy ‘one more paper’, encouraging them to subscribe or promote engagement with our online publications.
We identified that the market was in need of a comprehensive and easy-to-navigate guide to the best eateries, from high-end restaurants 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.
A sponsor was critical in order to remain cost neutral. 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.
With an extremely tight budget and only 3 weeks in market to get the message across, 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 celebirty chefs (eg. Heston Blumenthal, Matt Preston).
Results for this campaign
delicious.100 is born
November 20th, 2016, The Sunday Telegraph and Sunday Herald Sun forged an exciting new path by launching The delicious.100. The new 24-page lift outs and corresponding interactive websites delivered a comprehensive and authoritative guide to the best 100 eateries in each state, including 13 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. We reached an astounding 6,250,000 MORE PEOPLE than our nearest print competitor ‘The Good Food Guide’.
The campaign established the delicious.100 brand as a credible list of the top 100 restaurants amongst the Foodie audience.
• 5.5M + impressions and 1.3M+ exposed to the #delicious100 hashtag on Twitter and instagram alone • 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 unit uplift in papers sold, when compared to year prior • 10% uplift in Sunday home delivery subscriptions, when compared to year prior
Building for future profit
• By establishing News Corp Australia as a Foodie network, we were able to create a NEW revenue stream with Open Table • The delicious.100 deal with Open Table included investmet in a new booking mechanic through News owned sites, starting with a trial on delicious.com.au • 50% of booking revenue (between $4.50 - $6.50) will be paid to News as a result of direct site referrals