Delicious unveils expansion plans as the brand celebrated its 20th anniversary
Delicious. has unveiled brand extensions including the Delicious Drinks x Qantas Wine collaboration, and a new digital video program hosted by chef and co-owner of Three Blue Ducks, Darren Robertson, as the brand celebrates its 20th anniversary.
The program is taking a non-linear approach and has been built by leveraging digital and social channels for distribution. Make it Delicious will launch in early 2022 with Massel as the headline partner.
The November special collector’s edition of Delicious is a collaboration of contributors from the past two decades and the in-house team who bring the brands’ audience recipes, stories and inspiration to create meals in their homes.
To commemorate the anniversary, Delicious will launch Club 20, giving consumers the chance to win 20 covetable experiences and prizes that make up a $70,000 prize pool. Everything from personalised food and travel experiences, chef masterclasses, kitchen appliances, to tableware.
News Corp Australia’s managing director of food and travel, Fiona Nilsson, said: “Over the last 20 years it has been Delicious. has consistently led the premium food lifestyle market. The brand has done this through constant evolution and highly successful expansions that deliver to consumer needs identified by our unparalleled data and insights. Now, to celebrate our 20th birthday we are expanding the Delicious. proposition even further with the announcement of these exciting consumer offerings.”
News Corp Australia’s editorial director of premium food and travel , Kerrie McCallum, said: “We are expanding our highly successful video offering with a new digital video program hosted by Darren Robertson. We currently receive more than seven million video views a month across our social channels and engagement in this space continues to grow. And we’ve collaborated with Qantas Wine to deliver premium Australian wine to consumers.
“I’m also pleased to announce that after seven years in the chair, I’m handing over the reins of editor in-chief to my colleague Samantha Jones. Sam has been the editor of Delicious. for six years, and knows the brand inside out. The magazine is in great hands with Sam.”
November Delicious magazine, on sale today, is a 20 years’ collector’s edition with content and collaboration from some of the food industry’s best talent.
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topics
Darren Robertson
Delicious
digital video platform
Drinks x Qantas Wine collaboration
Fiona Nilsson
Kerrie McCallum
Make it Delicious
print media
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