Coles extends sponsorship for ninemsn cookery website

Posted by AFN Staff Writers on 7th August 2012

Ninemsn has announced that Coles is extending its existing sponsorship relationship with ninemsn’s cooking destination website, “Food.”

According to ninemsn, the “Food” website has seen a massive growth in visitors since its launch in October 2011. Managing Director of ninemsn, Alex Parsons, said that tailored Coles-branded content that had been integrated across the site had proved particularly popular. This has enhanced the business of both groups and is the equivalent of a partnership between ninemsn’s online presence and the Coles brand power.

The ‘Feed Your Family’ section was described as an example that combined editorial by ninemsn while suggesting what products could be purchased at Coles.

Coles’ videos, that featured chef and Coles ambassador Curtis Stone, had also become a favourite for visitors, representing almost 70% of total video streams consumed through the site.

“This is an excellent example of how iconic Australian brands can work with digital leaders to deliver branded content, in an imaginative and intelligent way, that is highly relevant to the reader and has a practical application in their lives,” said Managing Director of ninemsn Alex Parsons.

Coles is now the premier partner on the website, with branded banners linking directly to Coles’ websites.

Along with Coles’ content, the ninemsn Food site combines information from ninemsn ACP stablemates such as Recipes +, Australian Women’s Weekly and Gourmet Traveller, in addition to content produced exclusively for the website.

Link to website