Good Food
2026 Finalist
Overview of this campaign
Good Food is one of Australia’s most established food brands, with more than 40 years of heritage. Research showed that while brand awareness remained high, differentiation among food lovers had softened in an increasingly crowded, largely free-content landscape. Readers often recalled the content itself rather than the source, while subscription consideration was challenged by the sheer volume of accessible alternatives.
The objective of this campaign was to re-establish Good Food as a modern, engaging food companion, embedding its culinary expertise into everyday rituals and moments of enjoyment, and making the brand feel present, relevant and genuinely useful in real life.
Print played a deliberate strategic role. In a media environment where advertising is frequently skimmed or ignored, the campaign set out to prove that print can command attention when it behaves less like a passive message and more like an experience. Rather than treating print as a space to place advertising, Good Food pages were designed to carry the idea itself. The goal was not just visibility, but participation: to create something that can be shared and enjoyed.
Three full-page print executions were developed, each designed to be physically transformed by readers. One said, “We know the spiciest recipes”, folding into a fan to cool down after spicy meals. “We know the sauciest of BBQ,” turned into a paper bib for the sauciest of food moments. The third said, “We know the fanciest meals”, folding into a paper crane for special dining experiences. By asking readers to cut and shape the pages, each execution challenged expectations of print advertising, turning it into part of a real food moment and reinforcing Good Food’s understanding of how people actually eat. The idea was designed for print, not adapted to it.
The campaign used playful, high-impact print executions to invite readers to interact with the brand. Success was measured through reach, engagement and visits to Good Food content.
Results for this campaign
The campaign delivered strong, measurable results across attention, engagement and brand impact, demonstrating the effectiveness of print when used creatively and contextually.
Across four full-page placements in The Sydney Morning Herald and The Age, three creative print executions ran on Fridays and Saturdays, aligning with peak leisure moments when audiences were more receptive and engaged. Roy Morgan estimates readership of these editions to be more than 400K on average.#
Print performed particularly strongly among existing Good Food readers, reinforcing the medium’s ability to deepen engagement with high-value audiences. Traffic to smh.com.au/goodfood and theage.com.au/goodfood rose by 2% during the campaign period, with an average time on site of two minutes^, indicating considered engagement rather than passive clicks.
By turning print into something readers could physically interact with, the campaign delivered more than visibility. The executions encouraged participation and prompted readers to seek out more Good Food content, reinforcing print’s ability to drive engagement and action.
