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Seven West Media launches Foodiful, naming Woolworths as its exclusive retail partner

Seven West Media is targeting NewsLifeMedia’s Taste.com.au with the launch of its digital food destination foodiful.com.au.

Similar to Taste.com.au which works with Coles, Foodiful has partnered exclusively with Woolworths.

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The website aims to address the ‘what’s for dinner?’ dilemma with a mix of menus, planning options and and an online shopping component.

Peter Zavecz, CEO, Pacific Magazines, says: “Foodiful is our most significant new brand launch in the past 10 years. This is a major play for us in the strategically and commercially important food category and another example of our ability to innovate and lead wherever we choose to compete.”

Foodiful’s launch will coincide with Seven West Media’s coverage of the Rio Olympic Games and will be supported with Seven’s TV program Zumbo’s Just Desserts and through Better Homes and Gardens TV.

It will also be promoted with 10 and 15 second TV spots, print advertisements, social and digital support across Seven West Media and a target, audience conversion, SEM and acquisition strategy.

Gereurd Roberts, general manager, food, family and home at Pacific Magazines, said: “Practical, friendly, and accessible, Foodiful stands out from the crowd as a food brand with personality.

“It combines the world’s best shopper marketing technology with Australia’s best food content to save our users both time and money.

“Simple yet innovative ideas help users enjoy an easier and better life in the kitchen with the inspiration, knowledge and technology to take the grocery shop to a new level – and deliver amazing food to the table.”

Pickel: editor of new digital title Foodiful

Pickel: editor of new digital title Foodiful

Foodifiul launch team includes Alix Davis, founding editor of SBS Feast as content director, sales director Neill Pitt and Alison Pickel, from Hard to Find and delicious, as editor.

Alix Davis, content director, Foodiful, said: “Foodiful will make it effortless for Australians to create mouth-watering food, transforming everyday moments into a time to connect with loved ones.

“From midweek meals to lunch box ideas or the perfect dinner party – every recipe works every time.”

Foodiful launches on Monday.

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