The opportunity
Media24 Advertising & Content Marketing proposed a standalone issue of the printed TASTE magazine to address the needs of customers struggling to cook and feed their families during frequent loadshedding outages. While some South Africans have invested in alternative power sources such as gas stoves, inverters and solar panels, the majority found even preparing dinner increasingly difficult.
The solution
The TASTE Loadshedding Cookbook focused specifically on evening power cuts, offering 89 recipes divided into five chapters that suited different cooking styles and loadshedding periods: fast, easy assembly, one-pan cooking, prep ahead and braai. Most chapters included planning strategies, making this collection a unique and practical offering. The recipes were curated from TASTE’s 20-year repository of over 6 000 dishes, meaning there was no additional content cost. The cookbook was produced alongside TASTE’s 20th anniversary issue and went on sale during winter, when most of South Africa experiences darkness by 6pm. The on-sale period lasted from mid-August to the end of October.
The results
Sales sensation: The cookbook sold half of its total print run within the first month. With a cover price of R100, a share of advertising revenue and minimal production costs, the project quickly broke even and effectively cost the client nothing. Over the three months on sale, sales outperformed the budget by 32%, generating profit for Woolworths.
Media darling: The cookbook attracted significant media attention. The food director showcased the cover recipe on the popular Expresso morning show, and team members appeared in radio interviews and newspaper articles. This press coverage was valued at R1.2 million and reached an estimated audience of over 20 million people.
Award-winning excellence: The TASTE Loadshedding Cookbook won gold in the Best Use of Print category at the International Content Marketing Awards, beating top global agencies. It also secured second place in the innovation and creativity category at the Gourmand World Cookbook Awards.
