Irish Times Food Month
Media associated with this campaign
Overview of this campaign
The objectives of IT Food Month, were clearly defined from the outset:
1. Grow revenue in Food and Drink category across print and digital (incld producing a glossy food magazine).
2. Build a community of readers that have a keen interest in food and related content. So we could demonstrate to advertisers the concept of smart targeting.
3. Build brand equity in the area of Food.
4. Create events that have a clear profit margin.
5. Drive social and focus on reach extension for both The Irish Times and supporting brands.
6. Work closely with associations in this space - to ensure industry support (eg Restaurants Association of Ireland).
7 Produce compelling and engaging evergreen content for print, digital, audio, video, social and events.
8. Create a multi disciplined approach across the entire company, the intiative only works when supported by editorial, tech, research, marketing, circulation and advertising.
A Food Month sub team with representatives from all departments, lead by The Irish Times, Saturday Magazine Editor, Rachel Collins. We also nominated two product champions to co-ordinate sales and overall company efforts.
Strong trade comms and a Food Month launch were also cruical to success (see video)
Revenue and traffic KPIs were set and a clear schdeule of events and social were also planned.
The Irish Times, partnered with Gastro Gays (two food bloggers with a following of 16.3k on Twitter/14.2k on Instagram) their objective was to take over and grow @irishtimesfood on twitter and to launch & manage @irishtimesfood on instagram.
Results for this campaign
The results were phenomenal with all objectives being met and exceeded.
Advertising Revenue in November (Food Month) rose by 12% year on year.
For the entire year Food related revenue rose by over 30%
In 2018 by leveraging our content in tandem with audience targeting, social and native advertising our digital food month revenues grew by 147%.
2 Reader Events were sponsored (videos and details in attachment)
For the year revenue in the Food category increased by 30%
Food content appeared across all sectors of The Irish Times including Sport, Health, Business and Home and Design.
Food Month traffic increased by 30% from 2017.
We launched a reader's competition for a kitchen and this was sponsored by Miele (we had one of our highest ever entries for a reader competition).
We successfully launch Irish Times Food and Drink Club
Our sales team had a strong message about how we grow our audiences and engage with them.
An increase in integrated advertising/partnership campaigns.
We launched our first Irish Times Food Podcast.
Companywide the initiative was embraced and there was a clear common focus across The Irish Times, with staff from all departments being invited to submit their favourite recipes for publication on irishtimes.com
We conducted a reader survey post our Irish Times Food And Drink Magazine being published. We had 420 respondants (see full survey in attached).
72% of average issue readers, said they read the Food and Drink Guide
70% of readers said they liked the supplement "very much"
74% "strongly agreed" they would like to read similar content again.
While we enjoyed the biggest bite of revenues from this category in November it is an initiative that has a lasting effect. Practically it has grown our various Food related audiences (such as our Avid Home Cooks, that read at least three recipes a week or our most regular Restaurant Review Readers) which we can continue to target online with relevant ads long after the month has ended.