Coles Magazine 2024 EvolutionColes Magazine 2024 Evolution
Best B2C Publication (Print or Digital)
Category: Best B2C Publication (Print or Digital)
Project Name: Coles Magazine 2024 Evolution
Company: Medium Rare Content Agency
Since taking over Coles Magazine in 2014, Medium Rare (MR) has transformed it from a solid performer into one of Australia’s most-read magazines and a best-in-class brand publication. In 2024, the magazine evolved further to address post-COVID cost-of-living pressures, offering recipes tailored to varying needs, such as budget meals, 5-ingredient fixes, freezer-friendly options, and speedy dinners. Innovations like the Capsule Shop help readers use ingredients efficiently across multiple meals, reducing waste and cost.
The magazine also plays a key role in driving product discovery and awareness of Coles’ growing own-brand range. The multi-channel #ColesFinds platform, which began on social media, is now foundational to the print product, seamlessly integrating customer feedback to ensure content remains relevant and resonant. Regular customer insights guide editorial decisions, balancing audience engagement with commercial objectives. Seasonal insights and trend forecasting, informed by social data, keyword trends, and customer shopping behaviors, ensure content is fresh, timely, and engaging.
The result is a magazine that not only answers the question “What’s for dinner?” but also supports Coles’ business goals by driving product awareness and customer loyalty. Loved by readers, sought after by advertisers, and essential to Coles’ strategy, Coles Magazine continues to set the standard for brand publications, combining customer-centric content with innovative solutions to meet evolving needs.
Why they're award winning:
Customer-centric content: Addressed cost-of-living pressures with tailored recipes and innovations like the Capsule Shop
Multi-channel integration: Leveraged the #ColesFinds platform to drive product discovery and awareness across print and social media
Data-driven strategy: Used customer insights, social data, and trend forecasting to create fresh, engaging, and timely content
Balanced objectives: Successfully aligned audience engagement with Coles’ business goals, making the magazine essential to its strategy