Value of Paper and Print

Coles Magazine & Masterchef

The Coles campaign was built around MasterChef and the celebrity chef Curtis Stone, using a specially created recipe that used sizzle steak as the main ingredient.

How they did it

  • Having developed the recipe, the Coles Magazine editorial team created an engaging tutorial with accompanying text, images and videos that were tailored to a number of platforms.

  • Those platforms included a Coles Magazine editorial feature, newspaper wraps, and a recipe on, as well as YouTube, Instagram and Facebook videos.

The results

  • 270% week-on-week increase in beef sizzle steak sales.
  • Research found that 71% of customers have purchased ingredients specifically for a Coles Magazine recipe at a Coles supermarket.
  • Return on investment has strengthened, with advertising revenue results increasing by 40% YOY.

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