Bauer Media launches The Weekly branded digital food destination

Womensweeklyfood.com.au launches ahead of the festive food season.

Bauer Media’s The Australian Women’s Weekly has launched a dedicated digital food destination, womensweeklyfood.com.au. It will be the home of the famous Triple Tested recipes.

Womensweeklyfood.com.au launches ahead of the festive food season and following research into The Weekly’s audience.

It found that 73% of its audience associate its famous Triple Tested recipes with reliability, 61% trust them and a further 78% believe The Weekly is influential in shaping their opinions about food.

First introduced in 1968, the Triple Test has been a feature of The Weekly for five decades. Every recipe that bears the Triple Tested logo has been prepared and tested a minimum of three times in The Weekly’s Park St, Sydney test kitchen.

Nicole Byers, editor-in-chief of The Australian Women’s Weekly, said “As the country’s most trusted magazine brand, The Australian Women’s Weekly has inspired generations of cooks. We’re delighted to bring the trust and heritage of our extensive culinary content and test kitchen talent to our loyal readers who want access to our recipes on a premium website.”

Bauer Media’s new digital food destination will also include instructions, product reviews, foodie facts and curated recipe collections such as Quick & Easy, Baking, Healthy, Midweek Dinners and Workday Lunches.

The site features enhanced video capabilities with stop motion videos for social media, premium and original visual content from the test kitchen, as well as GIFs for step-by-step articles and feature recipes.

Sarah-Belle Murphy, general manager of digital at Bauer Media, said: “The Weekly has been synonymous with sharing great ideas and recipes for decades. Now we’re bringing it all together in an immersive website so our audiences can experience the triple tested dishes The Weekly is known for. It will be the ‘go to’ destination for all things food, family, cooking and entertaining.”

A marketing campaign, including trade activity, television and social media, utilising Bauer’s foodfluencer family, has commenced this week.

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