Coles is partnering with News Corp to integrate its foodie content and digital tools with recipe site Taste.com.au to tap into the increasing use of mobile devices in the kitchen.
The partnership will see all the supermarket’s collaborations with Aussie chef Curtis Stone and its weekly specials and recipes merged with the News Corp site across desktop, mobile and social platforms.
Cole's online shopping list function will also be integrated with 26,000 recipes to help customers quickly navigate the products they need to buy to make each menu item and its weekly specials on food items will be matched to recipes on the site.
From 4 November, Coles' weekly coupons and offers will also be included on 120,000 Taste.com.au recipe pages each month and its store locator tool will appear on every page of the website.
The hope is that Coles and Taste.com.au can turn content browsing into purchases, by providing a better connection between the supermarket and the online information and different touchpoints along the shopper journey.
Coles will also promote the new content partnership in store and on its own website.
Simon McDowell, Coles marketing and store development director, said the partnership has been designed to tap into the increasing use of digital device on the kitchen for both practical reasons like shopping lists, as well as inspiration from recipes.
“We have recognised the rise of the ‘digital kitchen’ and listened to our customers calling for more recipes and better value. 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,” he said.
News Corp claims it is the largest partnership of its kind and will help the brands reach audiences at different times.
Taste.com.au is the latest in a line of foodie partnerships Coles has built in recent years, including Curtis Stone, Masterchef, My Kitchen Rules and British chef Heston Blumenthal.
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