media kit€¦ · brand switching 62% quality of groceries is more important than price 85% more...
TRANSCRIPT
MEDIA KIT
THE DESTINATION OF CHOICE FOR
Australian home cooks who are:
Price conscious
Seeking home-grown
Family convenience cooks
$
Convenient and affordable homegrown recipes
biggest2nd
food sitein Australia
Born in 2005, Best Recipes was launched by a South Australian couple as a way to SHARE the
dishes they loved with family and friends.
2012 Best Recipes COMMUNITY reached #1 UGC site and was
acquired by News Corp.
2014 Best Recipes launched a responsive site platform to drive
consumer engagement and PARTICIPATION.
Source: Nielsen Answers, April 2012
PURPOSE Making everyday taste better Make Australia delicious Budget friendly fast, simple and tasty recipes
Convenient & affordable homegrown recipes
AUDIENCE Passionate providers Premium foodies Savvy supermarket shoppers Price conscious home cooks
VALUE PROPOSITION Expert recipes that never fail Impressive yet effortless food
experiencesMake the most of your
supermarket ingredients Real recipes made by real
people
ADVERTISER PROMISE
Designed to drive action; reaction, interaction and
transaction
Australia’s Number 1 Premium Food & Lifestyle media brand
Everyday champion for supermarket products
Active community of brand advocates
KEY CATEGORIES Food & Bev, Retailers, Health, Appliances
Retailers, Food & Bev, Appliances, Travel, Auto,
Finance, Alcohol
FMCG Pre-packaged, Food and Bev, Finance
FMCG Pre-packaged, Food and Bev, Finance
Brand Architecture
#2ND BIGGEST FOOD SITE IN AUSTRALIA
AVG 1.3M UA
RECORD BREAKING MONTH - DEC 2019
1.6M UA
RECORD BREAKING DAY
- DEC 24TH
840K PVS
AVERAGE DAILY PVS HAVE MORE THAN
DOUBLED
438K
Source: DCRM Dec 2019, Adobe Analytics April 2019
LAST 3 YEARSLIVING COSTS OUTSTRIPPED
INCOME BY
2.9%
AUSTRALIANS PREFER TO BUY
AUSTRALIAN MADE
73%
SUPERMARKET SPECIALS DRIVE
BRAND SWITCHING
62%
QUALITY OF GROCERIES IS
MORE IMPORTANT THAN PRICE
85%
MORE AUSTRALIANS ARE
SHOPPING FOR BARGAINS
62%
Source: Source: emma (Nov 2014 - Oct 2015), emma (Nov 2015 - Oct 2016), emma (Nov 2016 - Oct 2017), emma CMV (May 2017 - Apr 2018), emma CMV (Nov 2017 - Oct 2018)
LIVING COSTS RISING FASTER THAN INCOMES
2.6% vs 2.2%
AUSTRALIANS PREFER TO BUY
AUSTRALIAN MADE
67%
SUPERMARKET SPECIALS DRIVE
BRAND SWITCHING
59%
QUALITY OF GROCERIES IS
MORE IMPORTANT THAN PRICE
75%
MORE AUSTRALIANS ARE
SHOPPING FOR BARGAINS
66%
SOURCE: ABS CPI (Food & Non-Alcoholic Bev) vs Wage Price IndexSOURCE: emma CMV 12 months average ending Dec 2019. Fused Nielsen Digital Panel calibrated to Digital Content Ratings, Dec 2019. All ppl 14+
Female 35-45+ Australian main grocery buyers
Price sensitive, supermarket savvyFamilies with older kids (12+)
Skew Regional
Family focused employment
CORE:Younger Main Grocery Buyers (Mums w/ younger kids)
Single parents 30+
University Students
Health Curious
GROWTH:
Australia’s Best Recipes audience are BUDGET supermarket shoppers who love
CONVENIENT AUSTRALIAN recipes, And can be your brand advocate!
Once they have a good experience with your brand they will
- 90% will buy that product again- 55% will try more of your products- Half will encourage their friends to also try
your brand- 85% like to try new food products
SOURCE: emma CMV 12 months average ending Dec 2019, Nielsen Digital Ratings Monthly Dec 2019, Adobe analytics monthly page views, last 12 months ending March 2020 Social as at April 2020
Website: Social Followers:
Monthly Page Views:In-site searches:
Recipe print-outs: Content:
Audience:
1,330,000 unique audience1,500,000+12,900,00990,000 per year125,000 per year15,000+ trusted recipesBudget conscious Aussie home cooks
Australia’s favourite brand for convenient and
affordable homegrown recipes
Supermarket Swapper
Site wide integration at a recipe level
Matching different product SKUs with relevant recipes
Product packshot integration
Australia’s best recipes audience are seeking that accessible and convenient ingredient solution that will help them be their own home cook hero. Abr.’s supermarket swapper module integration will position your product as this solution ensuring it becomes a staple in the weekly shopping basket.
Budget Club
Social post including packshot
Inclusion in newsletter Budget Club section
Inclusion in weekly “Special spotter” editorial gallery
68% of Abr’s audience switch brands due to specials. Australia’s best recipes Budget Club is a weekly content series showcasing the best budget buys across food, everyday appliances and household items. You can have your product featured in the the budget club to promote specials and new products, ultimately to drive sales.
Public Publisher
Dedicated ad free profile page
Tailorable intro to tell brand story
Logo integration & profile pic
Clickable link to social handle
10 x client supplied recipes
Recognised as recipe publisher with branded integration on each recipes
Become a site publisher with a dedicated profile page. This page will not only house supplied recipes it will also give a platform to communicate your brand story, creating an army of brand advocates.
JESSICA HOLMESAn Aussie girl who loves to create
American-inspired recipes. Her recipe style is desserts, baking and
American.
Top Cooks
SAM WOODA dad, husband and business
owner, for Sam food should be quick & simple. His recipes style is everything from healthy snacks to
delectable desserts.
DAYNA CLARKDayna’s garden is her inspiration
as she brings seasonal desserts to the table. Easy & achievable for the humble home cook is her
style.
SCOTT GOODINGAustralian chef and thought leader, encouraging and inspiring people to
cook real food at home for them and their loved ones.
TALENT LED RECIPE COLLECTIONS10 x newly created recipes aligned to clients objectives with housed together in a recipe collectionClient product as hero ingredient within recipe Push plan for each recipe including a social post on talent network
TARA MASSINGHAMTara’s cooking style is quite
relaxed to suit the Aussie lifestyle. She loves creating new recipes to
cook for her family.
TALENT LED RECIPE VIDEOS3 x newly created recipe video’s aligned to clients objectives with housed together in a recipe collectionClient product as hero ingredient within recipe Push plan for each recipe including a social post on talent network
Tester’s Club 90% of Abr audience will buy a product again if they have had a good experience and 55% will buy another product from the brand.
Create an army of brand advocates with Tester’s Club through product trial, online reviews and WOM.
Put your product directly in the hands of your targeted audience by recruiting from a sampling database of over 100,000+
Generate real reviews for brand products through building positive word of mouth around the brand product range in a trusted environment;
A dedicated review page with aggregate star rating that stays perpetuity
Option to include social aggregation wall at bottom of review page which can pull in images from social media if a campaign hashtag is created.
Review pages are seeded across Kidspot and Taste for additional reach
Recruitment + Review + Amplification
Section sponsorships
$BUDGET
EASY DINNER
BAKING
ENTERTAINING
Cooking on a budget? From cheap dinner ideas to baked treats that
won't break the bank, these recipes will make your grocery
shop go further.
Need some dinner ideas tonight? Make mealtimes easy with these
simple and delicious family-friendly recipes.
Whether you're a baking beginner or wannabe pastry chef - you'll
find the best cake recipes, muffins, slices, breads and biscuits right
here.
From finger food and platters to birthday cakes and party nibbles, we've got all the recipes you need to take the stress out of feeding a
crowd.
Weekly Sponsorships
Guaranteed ad impressions
Tailorable recipe collections
Reverse 9 page flip cover in Super Food Ideas
INCLUSIONS
EXTENSIONS
Integrated Ad Units
CPM keyword targeted
Guaranteed ad impressions
Seamless and less intrusive product integration into recipes via an ad unit
The Contextual Ad Unit works by pulling the recipe name and image into the ad unit, partnering it with the client’s product. It is best used when messaging is to try recipe with client product or to replace recipe ingredients with client product (i.e. healthier options).
The Hero Image Overlay is a contextually relevant ad unit which slides up at the bottom of the image on a recipe page, providing advertisers the opportunity to serve contextually relevant products and messages to the Australia’s best recipes audience. This is done by matching a client product or brand, with a recipe ingredient, method or occasion.
THANK YOU!