Coles

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Helping millions of Australians solve the "what's for dinner?" dilemma

The Brief

Coles partnered with Medium Rare to create inspirational content across its owned channels to boost its credentials as a credible food publisher, connect more deeply with its customers and, most importantly, boost revenue from both product and media sales.

The Solution

Our content team works collaboratively with all Coles stakeholders to develop integrated plans that fuse business priorities, customer insights and supplier integrations to deliver customer-led and commercially savvy content strategies. We produce content across:

Print: A monthly magazine that showcases seasonal, trending and business priority ingredients to inspire shoppers
YouTube: Weekly inspiration of easy and fresh recipes for Australians to cook at home. We relaunched as “At Home With Coles” with a regular publishing schedule and strong editorial voice and purpose
Social: We manage the @colessupermarkets Instagram account with daily recipe images as well as the Coles Cooking Club community page on Facebook
Website: We developed and executed a strategy to build coles.com.au into a customer-led channel
Email and print catalogues: Our recipes are used to drive purchase of ingredients that are immediate business priorities (mix of price and inspiration)
Point of sale: Our recipes are used on signage and cards to inspire customers and drive purchase in-store

We have developed an incredibly efficient process for producing and distributing recipes across a multitude of channels. And all recipes (images, text and video) are created with universal rights for Coles to use anywhere.

Watch Our Coles Content In Action

The Results

As measured by Roy Morgan, Coles magazine is the most-read magazine in Australia across all categories by half a million readers each issue.*

Coles magazine has 5,061,000 monthly readers*
Advertising revenue has seen double-digit YOY growth
Instagram followers have more than doubled organically YOY
YouTube results have seen massive YOY growth: organic views from Google search +377%, organic subscriber growth +132% and video shares +158%**
64% of readers use Coles Magazine to plan their weekly Coles shop^
70% of readers purchase products at Coles specifically because they are required for a Coles
magazine recipe^

*Roy Morgan June 2021 **YouTube Analytics ^Harvest Insights, 2021

MEET THE EDITOR-IN-CHIEF

Julie Lee

Julie has more than 25 years’ experience working across consumer and custom publishing, creating targeted editorial that resonates with audiences and fostering good working relationships with advertisers and media partners.

“Coles content gives you the recipes, ideas and techniques you need to feed the family quickly, easily AND on the right budget. It unlocks the supermarket aisles, uncovering new products, bargain buys and hidden gems to make daily life that little bit easier.

“It also gives you the skills to impress your family, save money and enjoy your time in the kitchen.”