Event Report 2014
Fairfax Events I Good Food Month November 2014
Fairfax Events I Good Food Month November 2014
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Contents 01
Introduction and Thanks
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02
Snapshot
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03
Feature Events
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Night Noodle Markets
18 – 30
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Good Food Month Program
35 - 64
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Partners
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Marketing
103 - 164
09
Appendix
165
9 - 16
66 - 100
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Fairfax Events I Good Food Month November 2014
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Introduction and Thanks The Age Good Food Month presented by Citi returned to Melbourne and regional Victoria in November 2014, after an extremely successful launch in 2013. With around 340 individual event listings, a brand-new (and bigger) site for the Night Noodle Markets and some truly stellar international and local chef talent across the program, The Age Good Food Month has firmly established itself as an landmark event on Melbourne’s festival calendar.
Joanna Savill Festival Director, Good Food Month Editor, The Sydney Morning Herald Good Food Guide 2015
Relocated to Birrarung Marr – a fantastic multi-tiered site on the banks of the Yarra - the Night Noodle Markets created new attendance records, drawing more than 560,000 visitors to its delightful blend of Asian-inspired street food, lighting installations, themed seating areas and clever activations. Despite a few nights’ challenging weather, with double the restaurant stalls (50 in 2014), four food trucks plus four themed bars and multiple activation spaces courtesy of our valued partners, crowd numbers quickly exceeded those of 2013 (283,000). Approximately 65-70% of waste at Night Noodle Markets was diverted from landfill, and our charity partner Fareshare raised over $150,000 which will provided 300,000 meals to those in need. And then there were the star chefs and international food personalities. The month kicked off with London-based chef, restaurateur, TV personality and author Yotam Ottolenghi who packed in the crowds at a sell-out brunch with Melbourne stars Karen Martini and Shane Delia. He also won hearts at a conversation session with the Wheeler Centre, again with Karen Martini – selling out the 850-seat The Athenaeum twice over. Yotam was genuinely impressed with the welcome he received as well as the breadth and depth of Good Food Month itself. Later in the month, the legendary Alice Waters of Chez Panisse in California inspired audiences with her talk on Slow Food Values in a Fast Food World (again at The Athenaeum, with the Wheeler Centre) and Italy’s favourite superstar chef, Massimo Bottura, joined forces with a bunch of Melbourne creatives to stage an Aperitivo like no other, at Mark Best’s Pei Modern. And then there were Let’s Do Lunches, Bar Hop and Hats Off Dinners and many other Good Food Month favourites as well as the sizzling-hot Barbecue Madness events – new for 2014. We’ve had a fabulous time! And we owe a huge thank you to our valued partners, stakeholders and all those who helped celebrate great food and drinks across November.
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Snapshot
The Age Good Food Month presented by Citi rolled into it’s second year after an overwhelming response to it’s launch last year.
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The festival ran from November 1-30, 2014.
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It included around 330 individual events across Melbourne.
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More than 900,000 people attended Good Food Month events throughout November.
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Sunday Family Lunch was the most popular category with 30 venues taking part, followed by Bar Hop with 21 registrations and Let’s Do Lunch with 17 registrations.
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More than 300 individual restaurants participated across the program.
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More than 560,000 people attended the Night Noodle Markets in Birrarung Marr.
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Patrons’ satisfaction with Good Food Month was 7.0/10 (up .5 on 2013).
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Approximately 65-70% of waste at Night Noodle Markets was diverted from landfill.
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Our charity partner Fareshare raised over $150, 000 enough money to fund 300,000 meals to those in need.
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Feature Events
It’s no surprise that Melbourne proved once again with The Age Good Food Month that it is the event and food capital of Australia. The newly launched BBQ Madness events kicked it all off for Good Food Month with a tasty and meaty goodness of BBQ’s being held all around the city and in regional Victoria.
The astounding success of the first Night Noodle Markets in 2013 saw the event move to a brand new multi level site at Birrarung Marr this year. With over 50 restaurants, impressive outdoor dining spaces and live entertainment, more than half a million noodlelovers visited the markets across the 17-night event. Tickets to the much anticipated Mediterranean brunch with popular London-based author, chef and food personality Yotam Ottolenghi were understandably quickly snapped up! Those lucky to attend grazed on a menu lovingly created by Yotam and local celebrity chefs Shane Delia and Karen Martini. American Chef, restaurateur and author Alice Water’s quick stop into Melbourne provided a special treat for those who were able to meet her at her talk at The Athenaeum Theatre. Rounding off a spectacular month of food loving in the city was a special guest appearance by Massimo Bottura, direct from famed 3 star Michelin restaurant Osteria Francescana. A notable super star chef line up joined him. Mark Best, Dan Hunter, Frank Camorra, Dave Verheul and Victor Liong, inspired by Massimo’s new book Never Trust a Skinny Chef created a truly memorable menu and experience for all.
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The Age Good Food Month Launch The launch of The Age Good Food Month presented by Citi was held this year at Crown Metropol on October 30. Our partner, Crown, transformed the hotel foyer into a spectacular launch venue with elegant food stations, bars, dessert displays and live entertainment. It was a fabulous surprise for our 250 guests who enjoyed the generous food and drink offerings from Crown stars such as Guillaume Brahimi (Bistro Guillaume), John Lawson (No. 8) and Johnny di Francesco (Gradi) and Yalumba Wine, Coopers Beer, Thatchers Cider, Tanqueray Gin cocktails, Schweppes and Real Iced Tea Co. Special guest for the evening was visiting international chef, restaurateur and author Yotam Ottolenghi who spoke in conversation with Good Food Month Festival Director, Joanna Savill. Guests were welcomed by Crown’s consummate MC, Ann Peacock, followed by Linda Duncombe, Managing Director - Marketing, Digital and Customer Experience at presenting partner Citi. The launch was attended by Good Food Month partners, media and government representatives as well as restaurateurs, chefs and other industry figures.
Fairfax Events I Good Food Month November 2014
Yotam Ottolenghi The London-based Israeli-born chef, restaurateur, TV presenter and cookbook author proved his popularity with Australian audiences at a series of Good Food Month events. In Australia to launch his latest book, Plenty More (Random House), Yotam Ottolenghi was the special guest in a partnered event with The Wheeler Centre. His evening in conversation with Good Food’s Karen Martini was a sell-out success – twice over – at The Athenaeum. 1700 people attended. Yotam was also the special guest at a Mediterranean Brunch with Shane Delia (Maha) and Karen Martini at the brandnew Aerial by Food & Desire function space at South Wharf. It was a huge hit, a lavish multicourse feast of spectacular Middle Eastern-inspired dishes by all three chefs – attended by 450 devoted fans.
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Massimo Bottura Italy’s highest-ranked chef, the charismatic Massimo Bottura from Osteria Francescana in the city of Modena in northern Italy, visited Melbourne in late November and appeared at two extremely successful events. His visit was a partnership with Phaidon, publishers of his first-ever English language book, Never Trust a Skinny Italian Chef. Food, Art, Life – a Talk with Massimo Bottura was held in partnership with The Age’s Arts team. Hosted by Arts Editor Debbie Cuthbertson at The Australian Centre for Contemporary Art in Southbank, it was a wonderful insight into Massimo’s passion for contemporary art as well as other forms of creativity, including music, writing and language and of course, the culinary arts. The team at Pei Modern, led by hatted chef Mark Best, pulled out all the stops for An Aperitivo Moderno with Massimo Bottura – a classic Italian “drinks and snacks” start to the evening but with a decidedly quirky twist. Mark Best (Pei Modern, Marque) and chefs Matt Germanchis and Florent Girardin (Pei Modern), Dan Hunter (Brae), Frank Camorra (MoVida) and Victor Liong (Lee Ho Fook) each created a take on Massimo-inspired cooking, with extremely amusing results. The evening was a massive success. The restaurant was beautifully decorated by artist Joost Bakker. Around 250 people met Massimo and his wife Lara and received a signed copy of his book.
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Alice Waters She is the original force behind the “paddock to plate’ movement and the founder of the legendary Chez Panisse restaurant in Berkeley, California. Alice Waters’ first visit to Australia saw around 800 people follow her inspirational speech on Slow Food Values in a Fast Food World, which Alice delivered with great conviction, humour and elegance at The Athenaeum. Once again, this guest chef event was held in partnership with The Wheeler Centre and was hosted by The Age Good Food Epicure editor, Nina Rousseau. Alice’s visit to Australia was supported by Tourism Australia as part of their Restaurant Australia campaign.
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Young Chefs Dinner The rising stars on the Melbourne hospitality scene got together to replicate this traditional Good Food Month dinner – a much-loved feature of The Sydney Morning Herald Good Food Month. Five up-and-coming kitchen talents including The Age Good Food Guide Young Chef of the Year, Josh Pelham, prepared a five course tasting menu. The evening was hosted by The Age Good Food Epicure editor, Nina Rousseau. Participating chefs were: Vanessa Mateus (Pope Joan), Jake Kellie (The Commoner), Daniel Rahilly (Saint Crispin) and George Tomlin (The Town Mouse).
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Shoot The Chef presented by Canon and Accor Group Shoot The Chef is an annual competition in the Good Food Month calendar that combines Australia’s passion for food and photography. In 2014 the competition was run by Fairfax’s Clique Photographic Association as its monthly assignment for Clique members and one-off entrants alike. The competition was open nationally and challenged photographers literally to ‘shoot a chef’. Subjects included everyone from professional chefs to cooks in the kitchen and children lamenting the imminent demise of the family chooks. A total of 306 entries was judged by The Herald’s Photo Editor Mags King, Festival Director and Good Food Guide editor Joanna Savill, Good Food’s National Food and Drink Writer Callan Boys and Canon ambassador and blogger, Matt Glastonbury . A month-long exhibition of the 24 finalists was held at the Accor Group’s Pullman Sydney Hyde Park. The hotel hosted the finalists, media, Good Food Month partners, photographers and bloggers at the awards night and launch event, offering a beautiful selection of canapés from their “Tapestry” menu alongside drinks provided by Good Food Month partners The grand prize was won by James Ross of Melbourne for Holly (above right) – a portrait of a feisty young chef at Melbourne’s Mamasita. James received a Canon EOS 70D DSLR camera with EF-S 18 135mm f/3.5-5.6 IS STM Standard Zoom Lens, EF 50mm f/1.4 USM Portrait lens, and a $2500 Canon equipment voucher. The monthly Clique prize was awarded to Corinna Lueg of Sydney for Six Chicks (pictured right). Her prize included a Canon Pixma Pro-100 Printer, a 12month membership to Creative Cloud from Adobe, a framed 16x12 inch print, and a portfolio review by a Fairfax photographer.
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Fairfax Events I Good Food Month November 2014
Barbecue Madness Launching into spring – and Good Food Month – with a hit of smoke and sizzle was Barbecue Madness held on Saturdays across Melbourne and regional Victoria. There were 13 Barbecue Madness events this year. From Chefs Josep Espuga (Bohemian) and Chris Moran (San Telmo) joining forces for a BBQ feast with empanadas, suckling pig and alfajores to an array of barbecue feasts showcasing different food cultures.
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Night Noodle Markets Overview
Birrarung Marr: November 14 – 30, 2014 This year saw the second year of the Night Noodle Markets as one of the highlight events of The Age Good Food Month. In order to grow and improve the amenity of the event for both stallholders and visitors, we moved to a new purpose-built event site at Birrarung Marr on the banks of the Yarra, behind Federation Square and easily accessible from Batman Avenue.
The move paid off! bringing record numbers of attendees onto this beautiful, multi-level space for 17 festive evenings of food, drinks, music and socialising. And this despite some occasionally challenging weather. The giant inflatable “Lucky Cat” and the colourful Lantern Garden along the footbridge and up the stairs, were huge hits – as seen all over social media using the hashtag #noodlemarkets. The Noodle Markets also included Sunday trading which proved to be an incredible success for an early dinner, especially among the families. This year saw some big name restaurant and food business participants such as Chin Chin, Kong, Gelato Messina and Hoy Pinoy, and they certainly did bring their share of long lines.
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Night Noodle Markets Launch More than 120 people attended the Night Noodle Markets Launch Event on November 14, held at The Temporium by Mercedes-Benz. The incredible timber dome provided a magnificent setting and talking point for visitors on the opening night. With the greater Night Noodle Market crowd buzzing in the background, guests enjoyed a choice of dishes from: • Longrain • Hoy Pinoy • Wonderbao Guests also enjoyed a selection of drinks from our beverage partners: • Yalumba wines • Coopers Beer • Thatchers Cider • Tanqueray Gin and Tonics • Schweppes mineral waters • Real Iced Tea Co. drinks The evening was hosted by Editor-in-Chief of The Age Andrew Holden, who delivered a charming and speech thanks to the help of his young son on the microphone. Councillor Beverely Pinder Mortimer also addressed the crowd, expressing her excitement at the growth of Good Food Month and the Night Noodle Markets in Melbourne. The event was attended by Good food Month partners, stakeholders, media and VIPs.
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Noodles Numbers •
50 food stalls
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4 food trucks
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4 bars
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11 activation areas
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17 nights
565,826 visitors
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Citi The recognisable Citi VIP space returned to Night Noodle Markets, with its canopy of lights on a raised seating area for Citi customers to relax in. The Citi private bar was open air and was surrounded by wooden tables and chairs to create an inviting space. The hugely popular Citi Concierge service provided Citi customers with dishes from Citibank Dining Program restaurants:
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Bok Choy Tang Burwood Teppanyaki Hammer and Tong
A free copy of The Age Good Food Guide 2015 was given to the first 10 customers to place an order through Citi Concierge each night. Citi were also the exclusive ATM provider at Night Noodle Markets and were in high demand as the unprecedented crowds rolled through Hyde Park. Signage at the Night Noodle Markets included:
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Citi logo in lockup on every stall and bar Citi logo in lockup on all event / directional signage Branded scrim fencing at the perimeter Additional Citi CCBs located around the Noodle Markets
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Coopers The Coopers Beer Garden was again a crowd favorite at the Night Noodle Markets. The Coopers Beer Garden included:
A decked beer garden with tables and benches Branded beer barrels ‘Australian Made, Australian Owned’ umbrellas Herb gardens and potted plants DJs on Thurs, Friday, Saturday nights Branded crowd control barrier signs were used to create the bar queue
Coopers was served at all four main bars at the Night Noodle Markets.
Coopers Original Pale Ale Coopers Sparkling Ale Thomas Coopers Celebration Thomas Coopers Artisan Coopers Light Sapporo 650ml
Premium Beverages also held a trade night at the Coopers activation on November 18.
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Harvey Norman Harvey Norman adapted their Sydney Night Noodle Markets activation to include an undercover area in Melbourne. The much loved origami wall returned as well as the colour-filled Trent and Steele appliance displays. Two huts were built to house displays and competition entry tablets, where consumers could vote for their favourite colour and get the chance to win a Harvey Norman Gift Card to spend in-store. Harvey Norman staff were on site to assist customers and talk through the range available for purchase online. Products for sale were offered at a special Night Noodle Markets discount of 20%. Free WIFI was also available at the Harvey Norman area.
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Cathay Pacific Cathay Pacific set imaginations running at the 2014 Night Noodle Markets with a pop-up cinema screen, offering a taste for some of the original Asian Hawker Markets from Shanghai, Hong Kong and Tokyo. The focal point of the Cathay Pacific activation was an 6m x 12m inflatable screen which cut a bold figure on the Night Noodle Markets and Melbourne City skyline. The branded projector cast pictures onto the screen with music and branded ottomans putting the finer touches on the space. Cathay Pacific ran a promotion whereby individuals could win a trip to an Asian destination of their choosing. This required guests to photograph themselves in front the big screen and tag #TasteAsiaWithCathay along with their preferred city - either #Tokyo, #HongKong or #Shanghai. With eyes glued to the screen and travel chatter filling the air, the Cathay Pacific activation provoked thoughts of a love of good food combined with travel.
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Schweppes & Real Iced Tea Co. Schweppes and Real Iced Tea Co. brought the colourful and engaging Hawkers Square to the Night Noodle Markets in 2014. Under a canopy of parasols, Schweppes scattered crate and pallet tables and chairs where consumers could relax with friends. Each crate was branded either #SchweppesAu or #RealIcedTea Schweppes commissioned local Melbourne artists to create an mural of different Asianthemed drawings over 17 nights. Each night a new artist would begin drawing over the previous artists’ work. The Schweppes activation also included a pop-up bar as well as two roaming Real Iced Tea Co. branded bikes which served Real Iced Tea Co. Peach and Lemon, Schweppes Natural Mineral Water and Lemon & Lime Mineral Water as well as Cool Ridge water.
All of the main bars served refreshing Schweppes and Real Iced Tea Co. nonalcoholic drinks including:
Cool Ridge Water Real Iced Tea Co. Peach Real Iced Tea Co. Lemon Real Iced Tea Co. Green Citrus Schweppes Natural Mineral Water Schweppes Lemon & Lime Mineral Water Schweppes Orange and Mango Mineral Water
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Yalumba Wine The Yalumba Wine Festival Garden container was brought to the Melbourne Night Noodle Markets for the first time in 2015. The iconic Yalumba container transforms into a stylish wine bar and seating area with an upstairs viewing point. The Yalumba Festival Garden was positioned on the ground terrace of Birrarung Marr with views across the market and the Melbourne skyline.
A DJ played on Thursday, Friday and Saturda’s and Yalumba branded tables and stools gave consumers a relaxing wine garden to sit in with friends while enjoying the hustle and bustle of the markets. The following range of wines was on offer at The Night Noodle Markets: • Yalumba Y Series Sauvignon Blanc • Yalumba Y Series Pinot Grigio • Yalumba Y Series Cabernet Sauvignon • Yalumba Y Series Shiraz
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Thatchers Cider Thatchers once again provided one of the crowd’s favourite spaces. The timber build, splashes of bright yellow, greenery and energetic DJs proved a recipe for success and the Thatchers Orchard was packed each night. Fun upturned wooden bucket stools, yellow timber deck chairs and big yellow cushion bags offered plenty of comfy seating for all. At the centre stood a large apple tree, complete with hanging apples and an apple picking ladder. Festoon lighting stretched across the spacious lawn lighting up the orchard. A variety of DJs played from a custom built wooden wagon. #Thatcherscider and #noodlemarkets were promoted on signage hanging from the DJ wagon. The yellow Thatchers colour palette extended to the bar area where yellow crowd control barriers with Thatchers and Night Noodle Markets branding were used to form queues for the bar. A back wall was erected to display Thatchers Cider bottles and apples.
Thatchers Cider was served at all four main Night Noodle Markets bar, and with the purchase of four Thatchers Cider, consumers could redeem a free Thatchers picnic rug.
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TanquerayGIN Tanqueray recreated the Tanqueray Gin lounge at the Melbourne Night Noodle Markets with live entertainment for range of DJs, bands and singers each night.
The Tanqueray Gin Lounge was set under a truss of green vines and fairy lights, with garden benches and tables. An LED lighting feature hung from the centre of the truss with a dance floor lit up underneath. Hanging Tanqueray bottles added subtle branding to the lighting feature. The crescent moon sculpture was brought to Melbourne creating fun photo opportunity for Melbournians hashtag and share.
All bars across the Night Noodle Markets site served the signature ‘Tanq and Tonic’ with lime. Branding included a large ‘Tonight we Tanqueray’ sign on the marquee and inside the bar, as well as the popular green Tanqueray Copa glasses.
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Mercedes-Benz In 2014 Mercedes-Benz continued its partnership with Good Food Month, bringing the spectacular Temporium to the Melbourne Night Noodle Markets. Each night, The Temporium would light up with an array of colours and could be seen across the middle terrace. A Mercedes –Benz C 300 BlueTEC HYBRID was displayed on a raised stage under The Temporium frame. A sporty and eye-catching GLA 45 AMG was also displayed on a raised stage just outside The Temporium on a art installation created by Alex Greene. Two TV screens were hung inside The Temporium streaming images from the Night Noodle Markets as well as photos shared by Market visitors using #Mbtemporium.
Visitors were invited to enter a competition to win dinner for tow at the popular Melbourne eatery Chin Chin.
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The Age Subscriber Area For the first time The Age created an exclusive VIP subscriber space at the Night Noodle Markets. Age subscribers were able to secure a seat in the space for free, and enjoy priority service at nearby food vendors, Chin Chin and Kong. Each subscriber had the option to book up to five tickets each, meaning they could enjoy this benefit with friends and family.
The VIP area was created to reward Age subscribers for their loyalty, and was designed to be welcoming, relaxed and informal. The distinct “bamboo teepees� were a key feature and talking point for guests and general public. Across the 17 days over 6,300 seats were booked in the space. Feedback from subscribers showed that 83% were either very satisfied or satisfied with the experience, a fantastic result for its first year.
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Program Overview
There was a total of 30 event categories in the Good Food Month program for 2014.
320 events were held by restaurants, bars and other food businesses under the Good Food Month umbrella, attracting around 340,000 people across the month.
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Breakfast Club Melbourne is famous for its coffee and remarkable breakfast scene. Special set breakfast menus at top Melbourne cafes. Weekdays only. $20, including a day-starting tea or coffee. 13 cafes and restaurants took part in Breakfast Club 2014.
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Let's Do Lunch Just $38 for a main course and more: including a matched glass of Yalumba wine, or Coopers beer, or Schweppes flavoured, sparkling or still water plus tea or coffee. 17 Good Food Guide Listed restaurants , including four prestigious regional restaurants, took part in 2014.
2227 guests attended Let’s Do Lunch.
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Surprise Saturday Lunch Once-only menus, out-of-the-box experiences. Saturday lunch just got much more fun.
16 restaurants participated in Surprise Saturday lunch in 2014 Melbourne and regional Victoria restaurants offered eloquent cuisine ranging from a Jacques Reymond family feast at newly opened 2014 restaurant L’Hotel Gitan to George Calombaris unlocking the secrets to a Greek festive lunch at Hellenic Republic in Kew.
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Sunday Family Lunch Long Sunday Lunch deals to share with family or a group of friends. 18 restaurants participated in Sunday Family lunch in 2014, with 1485 guests attending over the month.
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Barbecue Madness A hint of smoke and sizzle is in the air in Melbourne and regional Victoria every Saturday in November.
13 venues came alight for the inaugural Barbecue Madness category, with offerings ranging from a hot chicken challenge at Meatmother to a sampling of barbecued dishes from some of Bendigo’s finest restaurants.
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Hats off Dinners Good Food Guide hatted chefs toss out their regular menus and get inventive by creating something completely new and different.
There were 6 Hats Off events for 2014 at leading hatted restaurants such as MoVida Aqui and No.8 by John Lawson. Guests received a complimentary Tanqueray & Tonic as part of Tanqueray’s partnership with the Hats Off dinner series. 795 people enjoyed Hats Off Dinners.
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Good Dinners Under $30 Favourite eateries from The Age Good Food Under $30 Guide dish up a two-course menu for $30 or under (per person) .
There were 15 Good Dinners under $30 for 2014. The great value dinners ranged from a five course Turkish feast a Koy restaurant to a ‘Taste of Japan’ at Kumo Izakaya Japanese Restaurant.
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Private Dining Leading restaurants from The Age Good Food Guide present an up-closeand-personal encounter with their head chefs, followed by a unique private dining experience. There were five Private Dinners for 2014. Some of the renowned Chefs that shared their secrets to the diners included; Adam D’Sylva (Coda & Tonka), Michelin-starred chef Sat Bains and Frank Camorra (MoVida). There was even an experience for the kids with George Calombaris running a special ‘strictly no adults’ five-course degustation lunch at The Press Club.
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Supper Club It’s way after dark. After 9pm, in fact. And all you want is a delicious evening snack, perhaps with a glass or two. Supper Club brings Good Food Month to the late-night end of the day. Five restaurants offered delectable late night treats as part of Supper Club in 2014.
Patrons at 28 Skybar & Lounge at Crown Metropol enjoyed chicken liver parfait, croque monsieurs and crab croquettes to be enjoyed with boutique beers, local wines and distinctive cocktails. Milk the Cow Fromagerie’s ultimate fondue, made from truffle pecorino and finished with truffle honey appealed to the night owls seeking the unique.
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Hot & New Newcomers to the Melbourne and regional Victoria dining scene, who were reviewed in the Epicure Good Food or featured in The Age Good Food Guide were invited to showcase their new flare and host a special event. 9 new restaurants hosted Hot & New events for 2014, including Woodland House’s provenance-driven dinner and Corte’s Sunday Latin Fiesta.
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World Dinners World Dinners allows Victorians the opportunity to take a seat at the global table as authentic banquets unfold. Diners immerse themselves in food culture of destinations as diverse as India, Laos, France, Italy and Turkey. There were 31 World Dinners for 2014 including 3 in regional Victoria. Restaurants as diverse as Tusk Gallery (Sri Lankan), Saigon Sally (French/Vietnamese) and Meat Market (New Zealand cuisine) participated with 3616 guests attending over the month.
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Cider and Slider Thatchers Cider presented the new category Cider and Slider in 2014. Thatchers cider makes a great match with a cool and clever slider snack for only $10. Bargain! 7 venues offered Cider and Slider events in the program. The venues diversified their slider options with Left Bank showcasing their Korean Kogi slider and The Common Man pairing the cider with a crunchy buttermilk chicken slider.
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Bar Hop Whether palate-cleansing or taste-teasing, a good cocktail is a thing of beauty. Melbourne’s star mixologists shake it up in style. A Tanqueray gin-inspired cocktail and matched bar snack is offered for $20. Renowned for it’s nightlife, 21 of Melbourne’s bars took part in Bar Hop for 2014. Over 861 attendees enjoyed a series of creative and clever cocktails and delicious snacks.
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Drink & Dine It’s all about the drinks at these many and varied events – from wine to cider, craft beer to champagne. And all great drinks go with good food, of course. 16 Drink and Dine events were held in 2014. Cuisine ranged from a dessert degustation at Green Park Dining to an educational sake tasting experience at Sake Restaurant and Bar.
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Good Pub Food Top pubs in Melbourne and regional Victoria are created the perfect pie for the Coopers Pie ‘n’ Pale Challenge where participants had the chance to win the coveted Coopers Pie ‘n’ Pale trophy and a trip to Adelaide for four people to experience a VIP tasting at the Coopers brewery. 16 Good Pub Food events were held in the Melbourne region and 2 in regional Victoria in 2014.
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Instant Expert Participants brushed up on their kitchen skills as chef and food artisans offered a full immersion masterclass around a single subject as part of Instant Expert. There were 12 Instant Expert classes with 1858 guests attending over the month.
Classes included a fermentation masterclass at St Ali and an Eat Your Ethics sausage-making workshop hosted by Jonai Farms and Meatsmiths.
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Talk & Taste Food and drink experts take you on a guided tour of their own particular passion.
There were 8 events in 2014 which included a sell out behind the scenes experience at Gelato Messina. XXX people attended Talk and Taste events in 2014.
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Community Festivals Promoting the joy of getting out and about and exploring Victoria’s cities and regions, Community Festivals promoted bustling festivals themed around food. There was a total of 6 Community Festival events with 3 based in Melbourne and 3 in regional Victoria.
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Art & Food Food as art, art as food… The visual and ceramic arts add new dimensions to the eating experience at these multi-faceted events.
There was a great range of interesting events in this category – 4 in total. Art inspired food events included a three-course lunch served on a local ceramic artists’ hand crafted plates that guests could take home at Creekside.
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Markets Markets offer the chance to buy seasonal fresh foods with a sense of place. There was a great range of interesting events in this category – 9 in total. Markets ranged from inner city markets offering expert tomato growing advice to Mt Eliza Farmers market offering cooking demonstrations with tastings and recipes.
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Streets of Melbourne Patrons packed their shopping bags and a healthy appetite and headed off on tour. Guided by the locals, Streets of Melbourne showcases Melbourne’s delicious hidden secrets. There was a great range of interesting events in this category 4 in total. Experiences ranged from wine tours with dogs and progressive dinners through China Town.
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Signature Dish Dining precincts offer a way to explore their secrets – and their signature dishes.
There were 5 events throughout November, 1 being in the regional district of Bendigo. Attendees at their way through the Crown precincts distinguished venues including Nobu and No.8 by John Lawson. They explored the diversity of the South Melbourne Markets fresh produce restaurants and they tasted the signature dishes of Southgate’s restaurants such as Hophaus, Bluetrain and Red Emperor. 992 attendees explored the region’s signature dishes
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Rooftops & Laneways Unexpected locations came to life and showed off the skyline and winding laneways in November.
10 venues participated in Rooftops & Laneways in 2014. These events were varied and exciting, from Caribbean fever at the Bridge Hotel to a seafood sensation feast at The Emerson’s famous rooftop. 1978 people enjoyed these events.
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Pop-ups & Parties Secret spaces and unusual locations are transformed. Chefs sneak out of their kitchens and in to unexpected places out of their comfort zone. Some of Melbourne’s best chefs pay tribute to this month of celebrating by throwing an amazing party. 11 unexpected places were transformed as part of Pop-ups & Parties.
Pop-ups varied from a Day of the Dead Mexican Takeover at Howler Bar and Theatre to a spit sensation at Bohemian Bar and Restaurant. There were 2910 people at these 11 events.
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Kitchen Gardening Kitchen garden workshops and menus are designed for wannabe food gardeners as well as those who simply like their produce sparkling fresh. There were 7 Kitchen Gardening events in 2014. Fabulous educational events included Executive Chef David Willcocks from The Argus Dining Room running a five acre tour of the fruit trees and vegetable gardens, followed by a hands-on cooking work shop, then an al fresco lunch.
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Regional Table The bounty from Victoria’s best and brightest regional producers had the chance to shine thanks to the dedication of chefs, students, winemakers and producers. Eight restaurants held Regional Table events in 2014, with 2 of the venues located in Melbourne. 754 guests attended over the month.
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Kids in the Kitchen Kids young and old get hands-on at these classes – designed to inspire anyone from 4-16 years of age. The best bit is tasting the handiwork afterwards. And practising the new skills at home. There were 3 events held for junior Good Food Month patrons in the Kids in the Kitchen category.
Cooking classes were offered in Melbourne through Gourmet Kids and Brasserie Bread and kids in regional Victoria had an Italian experience with Meg White at Cooking 4 Kids.
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The Ultimate High Tea Participants took the time out to treat themselves to an indulgent afternoon tea with all the trimmings as part of Good Food Month.
A series of 9 restaurants, hotels and cafes held Ultimate High Teas. The high-tea menus diverted from the traditional with Ganache chocolate celebrating all things chocolate and The Waiting Room at Crown Towers hosting a Mad Hatter’s Tea Party, complete with character dress up competitions.
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Let's do Dessert This event celebrates the pastry chef’s art, allowing patrons to finish the evening with dessert – after 9pm. Each cleverly crafted sweet plate is matched with a Yalumba dessert wine. In 2014, 5 venues offered Let’s Do Dessert, with XXXguests attending over the month.
Delectable desserts included salted caramel popcorn profiteroles at Tom Thumb and chilled honey and toasted coconut pudding at Gingerboy.
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08
Partners
67 Fairfax Fairfax Events Events I Good I Good Food Food Month Month November October 2014 2013
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Citibank Customer Benefits To provide value back to their customers, Citi offered exclusive access and special privileges to some of Good Food Month’s most popular events as well as creating unique events in partnership with Citibank Dining Program partner restaurants:
In association with Pei Modern, the first 15 Citi customers to purchase double tickets to An Aperitivo with Massimo Bottura were invited to meet Massimo for a book signing. In association with Estelle, Citi customers had 16 reserved seats at the Young Chefs Dinner. Citi customers could win dinner with Good Food Month Festival Director Joanna Savill at MoVida Aqui’s Iron Chef Hats Off dinner. Citi customers were given a 50% discount on The Age Good Food Guide. Citi customers had exclusive access to the Citi VIP area at Night Noodle Markets. A free copy of The Age Good Food Guide 2015 was given to the first 10 customers to place an order through Citi Concierge at NNM each night.
Citibank also leveraged its association and partnership via: Citi Customer eDMs Press releases A dedicated micro-site at www.citibankdining.com.au/events Customer and employee nights at the Night Noodle Markets
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Citibank Digital As presenting partner, Citi’s logo and link to the Citi website appeared on the Good Food Month partners’ page at http://melbourne.goodfoodmonth.com/
Additionally, the logo was included in the lock-up on the header of all pages of the website. The Citi web-tile promoted “Rethink Banking” messaging and appeared on all Good Food Month pages at 100% SOV throughout the month. The Citi web-tile advertising delivered 485,838 page views across the campaign, leading to 544 clickthroughs. The Citi Customer Benefits page was live from the event launch onwards, giving customers a direct link to www.citibankdining.com.au/events. This delivered 1324 page views. Social Media Citi were acknowledged through logo lock-up across Good Food Month Social Media pages on Facebook, Instagram and Twitter. Citi also received the following digital posts:
4 x integrated stories across social media platforms 3 x integrated stories in Foodie News eDMs Strip ads on all Good Food Month Foodie News eDMs sent out to the National database
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Citibank
Foodie News Three integrated stories from Citi featured in the Foodie News e-newsletter both before and during Good Food Month. The Citi logo was included in the lock-up in all eDMs. Introducing Citi Concierge Nov 6 Opens: 10,029 Clicks: 97 Citi Concierge Nov 13 Opens: 11,969 Clicks: 60 Citi Concierge Nov 20 Opens: 13,281 Clicks: 65
Additionally, a Citi banner ad was included in each Foodie News.
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Citibank
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Citibank – Program Ads
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Cathay Pacific Airways As a Major Partner of Good Food Month and our exclusive airline partner, Cathay Pacific was recognised through digital channels on the Good Food Month website, through Foodie News eDM editions and through social media. Print advertising A full page Cathay Pacific ad appeared in the official event program
.
Website As a major partner, Cathay Pacific’s logo and a link to Cathay Pacific’s website appeared on the partners’ page at http://melbourne.goodfoodmonth.com/
Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Cathay Pacific web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 12,147 impressions and 29 click throughs. Foodie News Cathay Pacific featured in one Foodie News with an integrated story. Cathay Pacific Airways Nov 13 Opens: 11,969 Clicks:17 Social Media
4 x integrated stories featuring events at Cathay Pacific across Good Food Month channels.
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Cathay Pacific Airways
.
77 Fairfax Events I Good Food Month November 2014
Cathay Pacific Airways – Program Ad
.
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Coopers Brewery Coopers’ continued its sponsorship of Good Food Month as a major partner of The Age Good Food Month as well as co-presenting partner of the Let’s do Lunch category.
Coopers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events. Website
As a major partner, Coopers’ logo and a link to Coopers’ website appeared on the Partners Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Coopers’ web-tile, promoting the Coopers Beer Garden at Night Noodle Market, appeared for the duration of the campaign across the Good Food Month website, delivering 5,859 impressions and 17 click throughs. Foodie News Grab your piece of the pie! Nov 28 Opens: 10,956 Clicks: 15 Social Media
4 x integrated posts across Good Food Month channels.
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Coopers Brewery
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Coopers Brewery – Program Ad
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Harvey Norman This was Harvey Norman’s first year as a major partner of The Age Good Food Month and they were recognised through digital channels on the Good Food Month website, through Foodie News eDM editions and through social media. Harvey Norman activated their partnership across the Night Noodle Markets and online through Good Food Month digital channels. The AgeGood Food Month programs were distributed in Harvey Norman stores around Victoria.
Website As a major partner, Harvey Norman’s logo and link to Harvey Norman’s website appeared on the Partners Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. The Harvey Norman web-tiles appeared for the duration of the campaign across the Good Food Month website, delivering 9146 impressions and 5 click throughs.
Foodie News Harvey Norman featured in three Foodie News eDMs with integrated stories in each. Pop of colour at Harvey Norman Nov 20 Opens: 13,281 Clicks: 16 New Season Colours Nov 28 Opens: 10,956 Clicks: 15 Night Noodle Markets Dec 5 Opens: 12,805 Clicks: 41
Social Media
7 x integrated stories across Good Food Month channels
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Harvey Norman
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Harvey Norman
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Harvey Norman – Program Ad
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Schweppes This was Schweppes’ first year as exclusive cold nonalcoholic beverage, and major partner of The Age Good Food Month as well as co-presenting partner of the Let’s Do Lunch category. Schweppes activated their partnership across Night Noodle Markets and through product supply at Feature and VIP events.
Website As a major partner, Schweppes’ logo and a link to the Schweppes website appeared on the Partners Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Schweppes’ web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 10,050 impressions and 21 click throughs.
Foodie News
Quench your thirst for culture with Schweppes Nov 13 Opens: 11,969 Clicks: 16
Social Media
5 x integrated posts across Good Food Month channels.
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Schweppes
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Schweppes & RITC – Program Ads
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Yalumba This was Yalumba’s first year as exclusive wine, and major partner of The Age Good Food Month as well as co-presenting partner of the Let’s do Lunch category, and presenting partner of Let’s do Dessert. Yalumba activated their partnership across Night Noodle Markets, through event offers in Let’s Do Lunch, Let’s Do Dessert and through a Feature Event - Vegan and the Vine, as part of Drink and Dine. Yalumba also activated their partnership through product supply at Feature and VIP events.
Website As a major partner, Yalumba’s logo and a link to Yalumba’s website appeared on the Partner Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Yalumba’s web-tile advertising appeared for the duration of the campaign across goodfoodmonth.com, delivering 9944 impressions and 57 click throughs.
Foodie News
Butcher,Baker & Winemaker Nov 6 Opens: 10,029 Clicks:16
Vegan and the Vine Nov 20 Opens: 13,281 Clicks: 45
Social Media
4 x integrated posts across Good Food Month channels. 5 x extra Vegan and the Vine promotion posts
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Yalumba
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Yalumba
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Yalumba – Program Ad
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Vegan & The Vine presented by Yalumba
Yalumba further activated their Good Food Month partnership by creating and hosting their own Drink & Dine category event, Vegan & The Vine.
Australia's greatest winemaker Louisa Rose hosted a vegan feast paired with vegan wines from the family winemakers. At Shakahari Restaurant in Carlton on November 25, Louisa discussed sustainable winemaking, why all of her wines are vegan friendly and also shared some of her own cooking and farming experiences.
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Thatchers Cider This was Thatcher’s first year as exclusive cider, and major partner of The Age Good Food Month as well as presenting partner of the Cider & Slider category. Thatchers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events.
Website As a major partner, Thatchers’ logo and a link to Thatchers’ website appeared on the Partner Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Thatchers web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 12,061 impressions and 10 click throughs.
Foodie News
Thatchers Cider and Slider Nov 28 Opens: 10,956 Clicks: 62
Social Media
4 x integrated posts across Good Food Month channels.
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Thatchers Cider
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Thatchers Cider – Program Ad
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Tanqueray Gin Tanqueray continued its partnership as the exclusive spirit and major partner of The Age Good Food Month as well as presenting partner of the Hats Off Dinners and Bar Hop. Tanqueray activated their partnership across Night Noodle Markets, through event offers in both Hats Off and Bar Hop categories, as well as through product supply at Feature and VIP events.
Website As a major partner, Tanqueray’s logo and a link to Thatchers’ website appeared on the Partner Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month. Tanqueray’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 11,993 impressions and 15 click throughs.
Foodie News
The perfect Christmas gin and tonic Dec 5 Opens: 12,805 Clicks: 31
Social Media
4 x integrated posts across Good Food Month channels.
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Tanqueray Gin
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Tanqueray Gin – Program Ad
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Mercedes-Benz This was Mercedes-Benz’s first year as exclusive Automotive Partner of The Age Good Food Month . Mercedes-Benz activated their partnership across Night Noodle Markets and online through Good Food Month digital channels.
Website Mercedes-Benz’s logo and a link to the Mercedes-Benz website appeared on the Partners Page at http://melbourne.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,911,674 hits across Good Food Month.
Foodie News The Temporium by Mercedes-Benz Nov 20 Opens: 13,281 Clicks: 44
Social Media
4 x integrated posts across Good Food Month channels.
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Mercedes-Benz
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Mercedes-Benz – Program Ad
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Accor
This was Accor’s first year as exclusive Accommodation Partner of The Age Good Food Month . Accor activated their partnership online through Good Food Month digital channels.
Website Accor’s logo and a link to the Accor website appeared on the Partners Page at http://melbourne.goodfoodmonth.com/ Accor’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website. The MREC was fixed to the Drink and Dine page and had 50% SOV on the Shoot the Chef page. In total, Accor MREC advertising delivered 72,952 impressions and 187 click throughs. Accor was also represented on the accommodation page of the Good Food Month website, with a button linking through from the homepage.
Foodie News
Rest your tastebuds with Accor Nov 6 Opens: 10,029 Clicks: 11
Social Media
7 x integrated posts across Good Food Month channels.
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Accor
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Accor
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Accor – Program Ad
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Crown In 2014, Crown was the exclusive Entertainment Precinct Partner of The Age Good Food Month . Crown activated their partnership as venue host for The GFM Launch Party, through event registrations and also online through Good Food Month digital channels.
Website Crown’s logo appeared on the Partners Page at Melbourne.goodfoodmonth.com/partners. Crown’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 5018 impressions and 154 click throughs.
Foodie News Eat your way around Crown Nov 28 Opens: 10,956 Clicks: 58
Social Media
6 x integrated posts across Good Food Month channels.
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Crown
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Crown – Program Ad
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Canon – Program Ad This was Canon’s first year as an Event Partner of Good Food Month . Canon activated their partnership through the national Shoot the Chef competition and through The Age Good Food Month Program.
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FareShare For the second year running, Fareshare is The Age Good Food Month’s charity partner. Growing on our successful partnership in 2013, Fareshare partnered in 2014 with Gandel Philanthropy who pledged that for every dollar generated during the month, they would match this dollar for dollar. An outpouring of support came from all around Melbourne and Victoria, and funds were raised of $150,000 which will provide Melbourne charities with 300,000 free nutritious meals, which equates to 10,000 meals cooked in Fareshare’s kitchen for every day of Good Food Month! Good Food Month is about celebrating everything food and drink. The festival is also an opportunity to make Melburnians aware that literally hundreds of thousands of their fellow citizens run out of food each year and cannot afford their next meal. FareShare runs Australia’s largest charity kitchen in Abbotsford. Each year more than 7,000 people volunteer in our kitchen, cooking surplus food donated by businesses into more than one million meals. Fareshares meals will be distributed to small foodbanks run by churches, shelters for women fleeing domestic violence, soups vans supporting people sleeping rough, dining halls supporting refugees and many, many other charities.
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10
Marketing Strategy Marketing objectives
Drive awareness and engagement of The Age Good Food Month presented by Citi and position as a leading food brand Engage consumers and drive participation, ticket sales (local and national audiences) Continue to leverage The Age’s authority of food and lifestyle in Melbourne. Communicate the full Festival offering (Feature events and restaurant/industry events) Grow positive engagement on social media channels Drive traffic to goodfoodmonth.com Generate widespread, positive media coverage
Communication strategy Good Food Month was launched in Melbourne two years ago based on the success of Sydney's Good Food Month festival and Melbourne’s insatiable appetite for food and festivals. celebration of Sydney's amazing food scene - from its highend, fine-dining restaurants and world-class chefs to the extraordinary culinary diversity of local eateries and urban communities. The aim of Good Food Month is to showcase every aspect of Sydney’s food as well as the city's superb locations, both natural and iconic. Regional Victoria was also on show throughout the month - with fresh produce, farmers' markets and special regional dinners. With a focus on education, artisan techniques and the issues surrounding food production today - including food ethics, sustainability, home cooking and growing - we send the message that good food is available to everyone, whether in a restaurant dining room, home kitchen or suburban backyard. Key events included: Yotam Ottolenghi and a stable of star local chefs The Night Noodle Markets - Asian hawker food in new location at Birrarung Marr. Special dinners (Hats Off), lunches, cocktails and indulgences at the city's best restaurants, bars and hotels. Cooking classes, tours and educational events City and state-wide festivals and street celebrations
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Brought to you by Citi, Good Food Month is set to be epic this year, with a bulging program of foodie delights! From an offal themed Breakfast Club at St Ali, to Sunday Spring Lunches at Estelle, there’s simply too much to write about, we’ll be so busy eating it!!”– Urban List Melbourne
Fairfax Events I Good Food Month November 2014
Marketing Strategy Expansion As part of the Metro strategy to connect with key audiences, Fairfax Events launched The Age Good Food Month in 2013 and the Brisbane Times Good Food Month in 2014, with expansions under the Good Food Month brand in Canberra. These new events aim to replicate the successful GFM model in new markets and leverage the Good Food (editorial supplements, Good Food Guide, Good CafÊ Guide, Good Food Under $30 plus goodfood.com.au) brand through the Festival. Good Food Month’s presenting partner is Citi, a relationship which dates back to 2009.
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Logo The rationale behind the design of the logo was to incorporate the Good Food font and colour into the concept - thus integrating and aligning the brand into the Good Food vertical. A national logo was also developed in preparation for the long term Good Food Month expansion strategy.
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Brand DNA Benefit Good Food Month is a vibrant and inspiring Month-long exploration of food and food Culture, with the excitement of sharing unique food experiences and the reward that comes from being engaged socially and discovering something new. It’s about celebrating good food in all of its many facets, from fine dining to down to earth local events and bringing the community together.
Personality We are: ■ ■ ■ ■
Knowledgeable Entertaining Adventurous Inquisitive
Values Community The city comes alive with a festival atmosphere. Events create exposure to international/local foods, techniques and cultural traditions. People come together to share ideas and discover their city’s food culture. Inclusiveness Creates an accessible platform for people to share a meal in a welcoming and inclusive environment. Events are for anyone of any age, gender, race, ability or sexuality.
Authenticity Techniques, flavours and produce highlight true craftsmanship and tradition. Creates a platform for people to try new methods; where knowledge is shared and expertise and skill revered.
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Fairfax Events I Good Food Month November 2014
Target Market Core Metro skew, with a broad cross section of visitors from regional areas. 30+ yrs, ABC+, interested in food and food events; culturally aware and eager to explore diversities in cuisine. They are more selective about what they eat and where they eat it. When eating out they’ll walk further for a good coffee and wait longer to go to a good restaurant.
Secondary 18-29yrs progressive and active people looking for inspirational food experiences that stimulate their desire to socialise and share a meal.
Positioning statement A month-long celebration for everyone who enjoys good food.
What differentiates us Our market leading knowledge and authority. We bring to life the city’s most trusted information sources on eating and drinking in a way that engages and connects the community like no other festival.
Brand essence A month-long celebration to explore and share good food.
Primary
Secondary
Tertiary
CORE Age: 30 – 55 yrs
Age: 18 -29 yrs
Skew: Female, married or defacto, DINKS
Skew: Female
Geography: Metro and suburbs
Geography: Metro and suburbs Income: ABC+
Age: 35 – 55 years Skew: Female Geography: Regional Income: ABC+
Income: ABC
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Marketing Implementation
Stage One Early September: Soft launch Teaser creative Program pointer
Stage Two September - November Teaser announcements October Program launch in paper Campaign Launch Key events ticket sales focus
Stage Three October Mass Market: Major category and highlight event focus Night Noodle Markets focus from November. Campaign maintenance
Niche audience: Specific events within the program were promoted via targeted Facebook posts.
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Marketing Implementation
PRESS:
The Age Good Food/Epicure (VIC) The Age (VIC) Sunday Life (VIC, NSW, ACT) Australian Financial Review Cuisine (NZ)
ONLINE:
The Age Subscribers/Benefits eDMs goodfood.com.au Foodie News (9 x weekly eDM's) Social Media (Facebook, Instagram and Twitter) Theage.com.au (mkt tiles): Homepage, RHS & Spotlight
Good Food Month downloadable program The Age Full Page Advertisement WRAPS/INSERTS:
Good Food Month Program The Saturday Age, Spectrum Wrap (4 pages)
RADIO:
3AW SmoothFM
TV:
Network 7
PR
The Age Editorial Digital Media TV and Radio
Good Food Epicure Cover Story 121 Fairfax Events I Good Food Month November 2014
Communication Plan SEPTEMBER 1
KEY DATES
PRESS
8
15
OCTOBER 22
29
6
13
NOVEMBER 20
27
3
10
17
24
Soft Launch teaser campaign Program launch (Sept 30) Launch party (Oct 30) The Age AFR Good Food Sunday Life Good Weekend
PR
The Age editorial Digital media TV and Radio pitches
ONLINE
Foodie News Social Media (FB and Twitter) theage.com.au (mkt tiles): Homepage, major marketing tile theage.com.au: Lifestyle pages, editorial banner (puff) goodfood.com.au
RADIO
The Age partner social media 3AW SmoothFM
TV OTHER
Channel 7 Street flags Posters Collateral - decals, postcards, restaurant info
.
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Fairfax Events I Good Food Month November 2014
Creative Execution A new creative direction was undertaken in 2013 to revitalise the Festival rebrand. The creative concept was developed by Fairfax Media’s creative agency, Whybins TBWA and involves three very distinct visual treatments, including: a salad, a dessert and a noodle execution - which can easily be incorporated and adapted consistently across all mediums, including website, press and signage etc. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of the Good Food Month Festival: ■ ■ ■
The salad execution is representative of the ‘Let’s Do Lunch’ and fine dining categories The dessert creative was used to communicate the sweet categories, such as ‘Let’s Do Dessert’ The noodle dish was used to promote the instantly recognisable and iconic Night Noodle Markets
This visual concept conveys the theme of “celebration” by showcasing striking visuals in eye-catching colours; giving a modern, real and contemporary feel with broad appeal.
TOTAL ADVERTISING VALUE: Press:
GFM Program
$996,353.20
$474,500
Online:
$2,600,000
Radio:
$300,000
TV:
$250,000
Outdoor
$80,000
Collateral
$40,500
Total:
$4,741,353.20
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Creative Execution
The Age – Program Pointer - Full Page Advertisement
The Age – Highlights - Full Page Advertisement
The Age – Category Specific – Quarter Page Advertisement
The Age – Noodles - Full Page Advertisement
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Press Editorial integration of Good Food Month logo
126 Fairfax Events I Good Food Month November 2014
Press All press advertisements were designed by the Fairfax Media art studio adapting the creative to specific categories and local markets (VIC). Generic program pointers for Good Food Month started running across the national mastheads in September with the key message – “30 days of Good Food” and “Join the feast”.
From August until November press ads ran in The Age targeting key markets and notifying readers of upcoming events. These advertisements were a key element of the events’ success in driving ongoing audience engagement throughout the month. In addition to their central message, i.e. “Book Now” etc., each of the press ads made reference to specific events: Event specific ads: ■ Let’s Do Lunch ■ Let’s Do Dessert ■ Night Noodle Markets ■ Massimo Bottura ■ Bar Hop ■ World Dinners ■ Ciders & Sliders Generic ads: ■ Join the feast/ 30 days of Good Food ■ Festival highlights ■ Program pointer
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Press
Official program A 40 page Good Food Month program was distributed within The Age on Tuesday, September, 30. This enabled us to distribute approximately 200,000 copies. The program launch was also supported with a major burst of radio, press and online marketing. An additional 30,000 copies were distributed via event holders and at key Good Food Month and The Age events through November and via a metro household letterbox drop.
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Press Schedule
Publication Section
Ad Size
Date
EGN
1/4 page strip
1-Sep
Epicure
Full page
2-Sep
Sports
HPH
3-Sep
Green Guide
1/4 page strip
4-Sep
Traveller
Full page
6-Sep
Home & Garden Directory
Postcard
6-Sep
Hotel Insider Feature 1/4 page strip
7-Sep
M Magazine
HPH
7-Sep
EGN
1/4 page strip
8-Sep
Business
Mini strip
12-Sep
Spectrum
Full Page Compact
13-Sep
Traveller
Mini strip
13-Sep
Content Shoot the Chef Shoot the Chef Shoot the Chef Shoot the Chef Shoot the Chef Shoot the Chef Shoot the Chef Shoot the Chef
1/4 Page Strip
14-Sep
Traveller directory
Postcard
14-Sep
Green Guide
1/4 page strip
18-Sep
Screen Scene
Mini strip
19-Sep
Traveller
HPH
20-Sep
Spectrum
Mini strip
20-Sep
Home & Garden directory
Mini strip
20-Sep
$13,600.00 $3,978.48 $11,913.92 $5,956.96 $35,741.44
$4,467.68 $6,434.64 $12,869.28
Shoot the Chef
$13,600.00
GFM - Program Pointer
$2,978.48
GFM - Program Pointer
GFM - Program Pointer M Magazine
Cost
GFM - Program Pointer Shoot the Chef
$23,827.84
$4,467.68 $6,434.64 $3,217.32
GFM - Program Pointer
$5,956.96
GFM - Program Pointer
$2,978.48
GFM - Program Pointer
$17,870.72
GFM - Program Pointer
$4,467.68
GFM - Program Pointer
$4,467.68
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Press Schedule
M Magazine
1/4 Page Strip
21-Sep
M Magazine
1/4 page strip
21-Sep
Health Food Feature Movie Ticket
23-Sep
EGN
1/4 page strip
26-Sep
EGN
1/4 Page Strip
29-Sep
Entertainment
1/4 Page Strip
2-Oct
EGN
1/4 Page Strip
3-Oct
EGN
full page
5-Oct
Business
1/4 Page Strip
11-Oct
Traveller M Magazine
full page HPH
11-Oct 12-Oct
EGN
1/4 page strip
14-Oct
goodfood
full page
14-Oct
GFM - Program Pointer
$6,434.64
Shoot the Chef
$6,434.64
GFM - Program Pointer
$1,489.24
GFM - Program Pointer
GFM - Program Pointer My Benefits - GFM Comp My Benefits - GFM Comp GFM - Program Pointer
Cathay Competition Highlights Ad – Events across November Category Specific Ad My Benefits - GFM Comp
$13,600.00 $13,600.00 $13,600.00 $13,600.00 $14,776.00 $8,935.36 $35,741.44 $12,869.28 $13,600.00
$23,827.84 Category Specific Ad
EGN
1/4 Page Strip
15-Oct
EGN
1/4 Page Strip
16-Oct
Shortlist
1/4 page
17-Oct
Spectrum
1/4 Page Strip
18-Oct
My Benefits
Spectrum
1/4 page strip
18-Oct
Guest Chef - Massimo Bottura
19-Oct
Highlights Ad – Events across November
$59,104.00
21-Oct
Highlights Ad – Events across November
$23,827.84
EGN goodfood
full page full page
My Benefits - GFM Comp My Benefits - GFM Comp GFM
$13,600.00 $13,600.00 $5,956.96
$8,935.36 $8,935.36
130 Fairfax Events I Good Food Month November 2014
Press Schedule
Business
1/4 Page Strip
24-Oct
Guest Chef - Massimo Bottura
$5,956.96
Spectrum
1/4 page strip
25-Oct
Guest Chef - Massimo Bottura
traveller
1/4 page strip
25-Oct
M Magazine
HPH
26-Oct
goodofood
1/4 page strip
28-Oct
EGN
1/4 page strip
30-Oct
Green Guide
1/4 page strip
30-Oct
Traveller
HPH
1-Nov
Spectrum
Full page
1-Nov
Wrap of Spectrum
$35,741.44
Spectrum
FULL PAGE
1-Nov
Wrap of Spectrum
$35,741.44
Spectrum
HPH
1-Nov
Wrap of Spectrum
$17,870.72
Spectrum
Full Page
1-Nov
Wrap of Spectrum
$35,741.44
EGN
1/4 page strip
2-Nov
$8,935.36 $8,935.36
Cathay Competition Category Specific Ad - Let's Do Lunch
Category Specific Ad Category Specific Ad - Cider Slider Cathay Competition Cathay Competition
$12,869.28 $3,978.48 $13,600.00
$5,956.96 $17,870.72
$14,776.00 Category Specific Ad - Cider Slider
M Magazine
1/4 Page Strip
2-Nov
M Magazine
HPH
2-Nov
EGN
1/4 Page Strip
3-Nov
goodfood
1/4 page strip
4-Nov
EGN
1/4 Page Strip
5-Nov
Green Guide
1/4 page strip
6-Nov
EGN
1/4 page strip
8-Nov
Cathay Competition Category Specific Ad Cathay Competition Category Specific Ad - Cider Slider Cathay Competition Night Noodle Markets Category Specific Ad - Cider Slider
$6,434.64 $12,869.28 $13,600.00 $5,956.96 $13,600.00
$5,956.96 $20,665.26
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Press Schedule
goodfood
1/4 page strip
11-Nov
Shortlist
1/4 page strip
14-Nov
Entertainment
HPH
14-Nov
EGN
1/4 pae strip
15-Nov
Spectrum
1/4 page strip
15-Nov
Guest Chef - Massimo Bottura
Business
full page
15-Nov
Highlights Ad – Events across November
Screen Scene
QPV
16-Nov
$3,978.48
Night Noodle Markets Category Specific Ad - Let's Do Lunch Category Specific Ad - Sweet Things Category Specific Ad - World Dinners
$5,956.96
$11,913.92 $20,665.26
$8,935.36 $35,741.44 $6,434.64
Night Noodle Markets Green Guide
EGN Front page
1/4 page strip
mini strip
20-Nov Category Specific Ad - Bar Hop
$5,956.96
Night Noodle Markets
$2,978.48
20-Nov
EGN
1/4 page strip
22-Nov
Spectrum
HPH
22-Nov
EGN
1/4 page strip
23-Nov
$20,665.26
Night Noodle Markets Category Specific Ad - Let's Do Lunch
$17,870.72 $8,995.18
Night Noodle Markets M Magazine
QPV
23-Nov
EGN
1/4 page strip
24-Nov
Night Noodle Markets
$6,434.64
$13,600.00 Good Food Month
EGN
1/4 Page Strip
27-Nov
Shortlist
1/4 page strip
28-Nov
Screen Scene
mini strip
28-Nov
Spectrum
1/4 Page Strip
29-Nov
Cathay Competition
$13,600.00
Cathay Competition
$5,956.96
Night Noodle Markets
$2,978.48
Night Noodle Markets
$8,935.36
$982,753.20
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Marketing Creative
Half Page ‘Noodles’ Advertisement
Full Page ‘Noodles’ Advertisement
Half Page Horizontal Category Advertisement
Quarter Page Cathay Competition 133 Fairfax Events I Good Food Month November 2014
Marketing Creative - Wrap
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Online Marketing
In 2014, Good Food Month was heavily promoted online – utilising the vast array of digital channels and high audience reach in the Fairfax network. Good Food Month creative received extensive exposure on theage.com.au, goodfood.com.au in the following placements: ■ Homepage heroes ■ Major marketing tile (inaccessible to advertisers – reaching high amount of eyeballs) ■ Spotlight tiles ■ Web-tile advertising ■ Sidebar tiles ■ Carousel mentions
The Age Homepage Takeover
Homepage Heroes
RHS Tiles
MREC
Shoestring strap 135 Fairfax Events I Good Food Month November 2014
Outdoor – Media Screens
The media screens outside The Age Media House building were utilised from October through November to promote Good Food Month and the Night Noodle Markets.
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Fairfax Events I Good Food Month November 2014
Broadcast Partnership Television A media partnership was secured with Network 7. Through the partnership, Good Food Month received significant TVC exposure.
Channel 7 exposure: • • •
Melbourne coverage, November 1-30 via a 30 second TVC. Channel 7 weather cross at the Night Noodle Markets launch. Social media presence including a Good Food Month promotion.
Channel 7 also had a roving onsite presence at Night Noodle Markets whereby people could have their photo taken as a roving Channel 7 News reporter.
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Radio Partnerships Radio Media partnerships were once again secured with DMG and 3AW radio to promote the Festival in the lead-up to November and throughout the festival month.
3AW ■ ■ ■ ■ ■ SmoothFM ■ ■ ■ ■ ■ ■
Activity from Sept - October 30 sec promo pointers Live reads Pre-recorded messaging was updated weekly with key Festival messages Interviews
Activity from September - October 30 second radio spots where available Live mentions Social Media via SmoothFM channels and announcers. 4 x on air give-aways promoting Good Food Month in program. SmoothFM Picnic Garden branded activation at Night Noodle Markets
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Collateral
Signage and Collateral The following pieces of collateral were produced to promote the Festival: Restaurant Collateral Distributed to participating food businesses and restaurants Postcards Window decals
Foyer Board
Decal
Night Noodle Markets Entry signage Bar signage Maps Noodle perimeter signage General Pull up banners with sponsor logos Wing banners Media boards GFM branded bags Staff T-shirts Foyer board
Postcards
Pull-up banner
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Fairfax Events I Good Food Month November 2014
Street Flags Good Food Month Street Flags in the following locations in Melbourne from November 1-30.
Batman Avenue Barak Bridge Batman Avenue Melbourne Park End Swan St corner of Punt Road. St Kilda Road Arts Centre (16-30 Nov) St Kilda Road Coventry St to Wadey St (16-30 Nov)
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Signage Good Food Month Sign This was displayed at the Night Noodle Markets.
Pull Up Banners
Good Food Month Sign
2 x creative executions were used across pull up banners which included the National partnership logos and major partner logo string. Pull up banners were used at the Official Event Launch, VIP events and dinners.
Media Backdrop The Media backdrop was used at the Official Festival Launch, VIP events and dinners.
Crowd Control Barriers Event corflute signs were created to hang on crowd control barriers across the event site. At the Night Noodle Markets they were also interspersed with bamboo signs. Media Backdrop
Crowd Control Barrier Signage 143 Fairfax Fairfax Events Events I Good I Good Food Food Month Month November October 2014 2013
Signage External Scrim Signage These signage pieces were used across all fence pieces facing out of the park around Birrarung Marr. 20 x pieces of event scrim 3 x pieces of Citi scrim
Stall and Bar Holder Signage 50 stall holder signs 4 bar signs, 8 logo signs External Scrim Signage
External Scrim Signage
Stall Holder Signage
Bar Signage
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Signage
Branded Air Stars
Directional Tower Signage
Wing Banner Signage
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Social Media Objectives
Increase brand awareness and engagement Communicate full Festival offering Drive various social media audiences to the Good Food Month website
DATA taken from: September 1, 2014 – November 10, 2014
Social Media Outlet
Follower/Likes (as of 01/09/2014)
29, 903
3,540
10.2K
Facebook Likes From the start of October through to the end of Novemberthere has been an increase in the number of Likes to Good Food Month Facebook page. This can be seen in the graph below; with it exponentially rising and peaking during the Festival. These Likes have come from: Promoted posts from the Good Food Month page Page suggestions Shared GFM by followers
Average Daily New Likes Daily: The number of new people who have liked your Page (Unique Users) 2013 = 26
75
146 Fairfax Events I Good Food Month November 2014
Social Media
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Social Media
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Social Media
Reach Through organic reach, the average daily post engaged with over 1,025 people and reaching over 5014, with the highest individual posts in excess of reaching over 17,000 people.
Average Total Reach Average Daily Total Reach – 35, 755 Average Daily Total Reach (organic) – 19, 071 Daily: The number of people who have seen any content associated with your Page.
Average Weekly Total Reach - 196, 519 Average Weekly Total Reach (organic)- 107, 207 Weekly: The number of people who have seen any content associated with your Page. Average 28 Days Total Reach – 500, 313 Average 28 Days Total Reach (organic)– 364, 060 28 Days: The number of people who have seen any content associated with your Page. Year on year comparison – 2013 organic figures • • •
Average Daily Total Reach – 2,662 Average Weekly Total Reach – 8,103 Average 28 Days Total Reach – 14,731
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Social Media: Audience Demographics of people reached by the Good Food Month Facebook page.
Age Group
Female
Male
13-17 year old
0.36%
0.3%
18-24 year old
14%
4%
23-34 year old
33%
10%
35-44 year old
15%
6%
45-54 year old
6%
3%
55-64 year old
2%
1%
65+
1%
0.7%
150 Fairfax Events I Good Food Month November 2014
Social Media: Audience
Age Group
Female
Male
13-17 year old
0.47%
0.47%
18-24 year old
9%
5%
23-34 year old
22%
11%
35-44 year old
19%
6%
45-54 year old
10%
4%
55-64 year old
6%
2%
65+
2%
0.47%
Demographics of people who engaged with the Good Food Month Facebook page
Throughout November, the breakdown of people engaged with the Good Food Month Facebook page was 69% female and 29% male.
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Social Media: Audience
Age Group
Female
Male
13-17 year olds
0.38%
0.16%
18-24 year olds
15%
4%
23-34 year olds
34%
9%
35-44 year olds
17%
6%
45-54 year olds
6%
2%
55-64 year olds
2%
0.74%
65+
1%
0.47%
Demographics of people who liked the Good Food Month Facebook page The percentage of people who liked the Good Food Month Facebook page was 22% male and 76% female.
152 Fairfax Events I Good Food Month November 2014
Social Media: Paid Campaign
The campaign delivered 23,268 clicks on Facebook. Through promoted page posts we were able to strategically communicate to our target audience. This was done through a combination of segmenting the targeting filters to match the demographics of our target market and geo-targeting.
Campaign
Ad Set Name
Impressions
Clicks
The Age Good Food Month
Bar Hop
103,311
2,120
3.75%
166
$0.94
London
714,865
11,213
2.72%
201
$1.43
Noodles & Lanterns
217,755
9,935
8.86%
881
$0.27
1,035,931
23,268
5.11%
1,248
$0.34
Total
Click-Through Rate (CTR) Page Likes
CPC
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Social Media: The Age Partners
The Age partners with various arts and food festival s which have target audiences that fit with the Good Food Month brand. Cross promotion via social media was achieved via Melbourne Food and Wine Festival, Melbourne Theatre Company, Start to Finish events, Melbourne Festival and Melbourne Writers Festival. City of Melbourne also promoted Good Food Month through the what’s on website and event listings.
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Social Media
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Fairfax Events I Good Food Month November 2014
Website
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Website Total Views 2013 313816 Night Noodle Markets NONE Program (download) 10976 Let's Do Lunch 8152 Let's Do Dessert 8152 Good Dinner Under $30 7450 The Ultimate High Tea 7006 Breakfast Club 5310 Hats Off Dinner 4076 Barbecue Madness 4049 Growers'' Market René Redzepi / Yotam 3685 Otto 3472 World Dinners 3348 Surprise Saturday Lunch 3286 Pop Ups 3064 Instant Expert 3028 Supper Club 2939 Good Pub Grub 2833 Citi Benefits 2575 Bar Hop 2042 Sunday Family Lunch 1829 Drink Dine Alex Atala / Massimo 1714 Buttora 1536 Private Dining 1581 Talk Taste 284 My Benefits 435 Partner 480 Signature Dish 313816 Art Food 8152 Kitchen Gardening
Page
Total Views 2014
314, 034 7, 975 3, 767 1, 263 3, 256 1, 232 2, 356 1, 309 1, 408 570 3, 383 1, 327 1, 100 918 860 749 616 1, 179 2, 588 1, 152 694 2, 981
Website Statistics There was a major burst of traffic on the Good Food Month website page during the month of November.
Month
Page View Page % '13 View ’14 up/down
October
121, 461
105, 206
-13.3%
November
463, 137
491, 065
6.03%
Total
584, 598
596,271
1.99%
407 597 53 48 313 216 211
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Website
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Website
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Website
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Website
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Database Communications Date sent Thursday 30/10/2014
Thursday 06/11/2014
Thursday 13/10/2014
Thursday 20/10/2014
Friday 28/10/2014
Thursday
03/12/2014
Email Title
Opened % Opened
Clicked
% Clicked
Clicked links within email
From one Good Food Month to the next‌ And late-release tickets to Ottolenghi brunch
10, 694
1, 025
2.6%
38, 936
Citi Canon The Star The Age Good Food Month is underway_We'll show 10, 027 you how to make the most of this amazing month Yalumba Citi Accor Night Noodle Markets start tomorrow night, Alice Waters comes to town and 11, 969 get progressive with a culinary tour at Crown Citi Cathay Pacific Schweppes Au Facebook Citi Bank Dining Noodles, Massimo and the Good Food Month events 13, 268 to book now Citi Bank / Citi Bank Dining Harvey Norman Mercedes Benz Yalumba Final days of Melbourne Good Food Month and our 10,947 Christmas season events and treats to get ready for Harvey Norman Coopers Crown Citi And that’s a wrap everyone. The perfect festive season recipes and 12, 781 events to prepare for Christmas Harvey Norman Tanquerary Citi Bank
27.5%
7 34 64 25.7%
874
2.2%
39, 029 Recipients 16 12 11
30.7%
1, 255
3.2%
39, 109 Recipients
11 17 16 49 26.8%
1, 405
2.8%
50, 765 Recipients 13 / 52 16 44 45
22.1%
609
1.2%
47,743Recipients 15 10 58 11
25.0%
891
1.7%
51, 976 Recipients
41 31 10
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Fairfax Events I Good Food Month November 2014
Database Communications
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Database Communications
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Database Communications
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PR The Good Food Month PR The following statistics capture PR that ran in Melbourne.
Total pieces of coverage: 92 Total audience reach: 17, 213, 877 * 100 per cent of coverage was positive in sentiment. Return on investment:
0.001 cent per person reached within Fairfax Media channels and $0.003 cents per person reached outside of Fairfax Media.
Key PR highlights across the campaign included:
Weekly stories across The Age and Good Food/Epicure Three TV news segments at the Night Noodle Markets by Channel 7, Channel 10 and Channel 9. Extensive coverage through digital media sources such as The Urban List. * based on figures from Media Monitors
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PR
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PR
Editorial Integration
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PR
Editorial Integration
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PR
Editorial Integration
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11
Appendix 01
Good Food Month Research
175 Fairfax Events I Good Food Month November 2014
Fairfax Events 1 Darling Island Road, Pyrmont NSW 2009 Australia www.goodfoodmonth.com E goodfoodmonth@smh.com.au
Fairfax Events I Good Food Month November 2014