By Aimee Chanthadavong
Coles and News Corp Australia has signed an exclusive partnership that will see Coles’ offerings integrated into the NewLifeMedia’s taste.com.au.
From 4 November, visitors to taste.com.au will have access to all Coles’ Curtis Stone ‘feed your family’ content; weekly specials matched to 26,000 recipes; the online shopping lists function; value offers and coupons; and store locator.
Taste.com.au recipes and articles will also be available on Coles.com.au and reinforced at store level.
Coles marketing and store development director Simon McDowell said the partnership is to help serve customers who are using digital devices in their kitchen to browse for recipe through to creating shopping lists and managing household food budgets.
“We have recognised the rise of the ‘digital kitchen’ and listened to our customers calling for more recipes and better value,” he said.
“This innovative new media partnership with Australia’s favourite food website – taste.com.au, has been built specifically to meet this need and deliver an experience never before seen in Australia.”
With taste.com.au hosting more than 1.9 million visitors and Coles serving more than 18 million customers each week, together the partnership is expected to create a platform that will help answer the household question of ‘what’s for dinner tonight?’
“Taste.com.au is the hub of the digital kitchen. An essential part of our consumers’ lives, it is the place they come to plan, shop, cook and share their daily food journey,” NewsLifeMedia CEO Nicole Sheffield said.
“It has been designed to put the consumer at the centre of everything we do and then innovate across platforms to provide the very best taste.com.au experience on all devices.
“This very exciting partnership will engage Australian grocery buyers and add value to the taste.com.au experience. The integration will position Coles’ content, tools and value offering at every touch point of the taste.com.au consumer journey.”