Nine Upfront - Good Food fires up cross-platform, post-lockdown play

Chris Pash
By Chris Pash | 15 September 2021
 

Nine is expanding its popular titles Good Food and Sunday Life with new digital experiences, brand extensions and live events to drive the post-pandemic revival of bricks-and-mortar retail.

Australians will, as the COVID lockdowns are lifted in 2022, embrace a focus on entertaining at home, eating out, and lifestyle.

Nine says brands will be able to play a part with the cross-platform power of Good Food and Sunday Life.

Good Food, the prestigious restaurant guide, will unveil a reimagined website alongside brand extensions including the Good Food Taste Test, the Good Food Christmas special and a brand-funded cooking show.

Good Food Kitchen, hosted by Good Food contributor Adam Liaw and renowned chef Danielle Alvarez, will be an eight-part, brand-funded series launching October 9 at 1.00pm on Channel 9.

It will have its own hub on the Good Food website featuring video and recipe content, and a cross-platform presence.

No other media company can match the cross-platform scope that Nine provides. Using the power of the 9Network, 2022 will see Good Food Christmas and event TV specials throughout the year.

The Good Food Taste Test supermarket gives brands the opportunity to guide consumers to their products, leveraging the trust and quality of the Good Food brand.

“Good Food is the most trusted and independent food media brand in Australia, essential reading in The Sydney Morning Herald and The Age and at goodfood.com.au,” says Trudi Jenkins, Publishing Director of Food and Travel.

“Our strength is in creating high-quality, cross-platform content, whether we’re helping our audience choose the best food products, cook the most irresistible recipes or find the best restaurants, bars and cafés.

"We are increasing our focus on video and TV, and our social audience dwarfs most of our competitors, with 343,000 on Instagram and 285,000 on Facebook.”

If the last two years has taught us anything, it’s that carefree weekends are to be treasured – and there’s no better weekend bible than Sunday Life.

Aimed at a predominantly female audience, in 2022 the magazine will take the retail experience to the next level, with click-and-collect prompts sitting alongside editorial features to allow readers to immediately shop what they’re seeing.

There will also be a range of live events – from beauty tutorials to financial workshops – designed to drive people into bricks-and-mortar retail outlets to allow brands to tell their stories in crucial face-to-face activations.

“Sunday Life is Australia’s only premium lifestyle weekly magazine and our readership has grown 12% year-on-year, according to the latest Roy Morgan research,” says Pat Ingram, Editorial Director, Sunday Life.

“The Sunday Life team and I are committed to making every issue of our magazine a positive, uplifting read. One of the things I love about editing the magazine is its breadth of content, which ranges from in-depth profiles and compelling first-person stories to fashion and food, homes and health, beauty, travel and more. It’s an exciting editorial blend of style and substance, showcasing top-quality journalism in a sophisticated design.”

 

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