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In the last six months, News Corp has launched a dedicated food network, Food Corp; Seven West Media and Pacific Magazines unveiled food title Foodiful; Nine Entertainment Co built out Nine Kitchen; Yahoo7 launched Be with a specific food vertical; Gourmet Traveller released multicultural editions and Fairfax−owned Allure Media invested in food, lifestyle and DIY platform Kin Community.
The dinner plate is the new battleground and it’s not only publishers chasing the tail of the food porn phenomenon, but advertisers too.
Food has become a “spectator sport”, according to Carat head of strategy Peita Pacey. Carat is the media agency for supermarket giant Woolworths, which has done a deal to be the retail partner for Foodiful.
“There has been a real explosion in what we call 'foodertainment',” Pacey said. “We talk about food as the new music — it’s the new topic that unites people and advertisers want to be a part of that.”
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