The opportunity
Woolworths TASTE launched with the ambitious goal of becoming “the best food magazine in the world,” before the digital revolution transformed how audiences consume content. The challenge was to adapt the brand’s food content strategy to engage a growing digital audience while continuing to promote Woolworths’ offerings and inspire everyday home cooks.
The solution
Woolworths embraced a multi-channel content marketing approach. Alongside the flagship magazine, TASTE expanded into video, newsletters and online communities. This helped the brand stay relevant and accessible across multiple touchpoints.
The TASTE team worked closely with Woolworths’ food experts to ensure brand alignment, while maintaining editorial independence. Their focus was on curated, credible content that reflected SA’s diverse demographics and showcased real food solutions for everyday life, rather than corporate messaging.
The results
Woolworths TASTE is recognised as both a local culinary authority and an international award winner. Since 2012 it has won close to 50 international awards across platforms, contributing to a total of 66 accolades. Its authentic representation of South Africa’s diversity has helped build a loyal and engaged audience.
- Total audience across all channels: close to 2 million
- Unique browsers on TASTE.co.za in April 2025: 730 000
- Social media followers: about 975 000
TASTE’s TikTok channel gained over 225 000 followers in its first year alone.
