How isolated Australians are connecting through food

Food has always been a way for us to come together, so it’s probably no surprise that today’s socially isolated consumers are finding new ways to connect through food.

“People are engaging with content more than ever before – social distancing is reigniting people’s passions, whether it be cooking or DIY – and they want to share their results more than ever,” says Julie Lee, Head of Content, Food & Homes.

“The Coles Cooking Club membership on Facebook has grown by 85 per cent since March 1 and people are loving the basic content as well as the more challenging recipes. One family is even selecting one recipe a week and FaceTime-cooking it together at their own houses. They are calling it a ‘sibling cook off’.”

Not only are people finding a sense of community through content, but they’re also rediscovering the joy of experimenting in the kitchen.

According to the Kantar Global COVID-19 Barometer, 43 per cent of Australians are trying new recipes and 35 per cent are treating themselves more than before¹. Pedestrian TV actually called Coles magazine “a true joy in these dark times.”

“The family is doing more cooking and experimenting, Avi made turmeric flatbread last night and Laila baked a rainbow cake to cheer us all up.” Rare Creative Consumer COVID-19 Diary, April 2020

Our team has created fun and fabulous recipes for consumers to cook and share. See our latest content series Home Made with Coles.

Also check out more best-practice food content examples – download our COVID-19 guide

With 4.489 million readers each issue, Coles magazine has remained Australia’s most read magazine since launch and delivers more than double the reach of the paid food and wine titles combined.

To discuss advertising opportunities in Coles magazine contact:

GILLIAN CORNU
National Advertising Manager, Coles
+61 403 989 105
gillian@jgmedia.com.au

Sources:
Kantar Global Covid-19 Barometer, April 10- 13 2020, Australia
Roy Morgan Readership Survey, April 2019-March 2020.