Pick n Pay and John Brown Media announce the launch of SA’s first digital food blogger competition – Freshly Blogged
Pick n Pay is to launch South Africa’s first online food blogger cooking competition, created and produced by John Brown Media. The competition will see South Africa’s top food bloggers seeing who can out-cook the rest to take the title of Pick n Pay Online Food Blogger of the year.
The competition, which will run from 8 July to 26 September 2013, will see 40 food bloggers from across South Africa compete in a series of weekly food challenges for the coveted ‘Top Blogger’ title. Weekly challenges will put the bloggers creative cooking skills to the test as contestants will be required to conceptualise, cook, photograph, and upload their dish for judging to qualify for the next round.
Georgina Muirhead, Head of Digital Marketing Pick n Pay said, “We are really excited about this competition which will see South Africa’s top food bloggers taking each other on to see who can out-cook the rest to take the title. It’s an interactive multi-media campaign, and we look forward to the results. It’s a chance for us to show the power of digital media, and to tap into the huge talent we know is bubbling away all over the country. ”
Fresh Living editor Justine Drake, food editor Anke Roux and Pick n Pay’s food developer Yvonne Short, will judge entries based on the culinary skill, creativity and technique used to create each dish, in line with the competition rules.
Justine Drake said, “With Freshly Blogged, we’re bringing together a diverse group of aspiring foodies and bloggers in one digital place, to celebrate, showcase and share their skills with the public. This really is a fantastic opportunity to give our local food bloggers a chance to make their mark, doing what they love.”
Lisa Visser, Pick n Pay’s Group Account Director at John Brown, said that John Brown Media originated this idea as a way to create a communication platform for Pick n Pay to interact with content generators and the public. “We wanted to create something that hadn’t been done in the digital realm in South Africa, a platform to nurture and engage with bloggers, and involve the public, whilst promoting the vast quality product range our client Pick n Pay has to offer.”
How the competition works
- Each Friday, participating bloggers will receive a food challenge with a list of specified ingredients. Bloggers will receive a smart shopper loyalty card, pre-loaded with credit points, to purchase their list items at Pick n Pay for the week.
- Contestants will have five days to experiment with the ingredients to create a recipe, make the dish, photograph it and write about their inspiration. This will be uploaded to their individual profiles for judging on www.freshlyblogged.co.za
- Fresh Living editor Justine Drake, food editor Anke Roux and Pick n Pay’s Food developer Yvonne Short will determine which bloggers make it through to the next challenge each week, until the final three remain.
- Public voting will determine which recipe is the favourite each week with fabulous prizes up for grabs. The final three contestants will compete in a live cook off at the Pick n Pay Taste of Joburg on 26 September 2013, to determine who will be crowned the ‘Top Blogger’.
The overall competition winner will receive a three part recipe series in Fresh Living magazine, two SAA return tickets to a European destination of choice, an iPad and more.
Visit www.freshlyblogged.co.za to get inspired and to vote for your favourite dish.
Pick n Pay and John Brown Media announce the launch of SA's first digital food blogger competition - Freshly Blogged
John Brown Media is part of a global leading content marketing agency, with offices in Cape Town, Johannesburg, London, Hong Kong and Dubai. Our passion is helping brands engage with customers across a multitude of platforms from digital to print. We launched in South Africa in 2007 to publish Pick n Pay’s Fresh Living magazine and have since added Edgars Club, Discovery and Spur Totem to our blue-chip client portfolio.
As one of the fastest growing content agencies in South Africa, we offer our clients innovative 360-degree solutions. Pivotal to this offering is our growing digital capabilities; continuously raising the bar for our clients while remaining focussed on what we do best – helping brands create a dialogue with customers, which results in a commercial transaction and greater brand engagement.
Pick n Pay Fresh Living
Pick n Pay’s in-store magazine, Fresh Living, is the top-selling food mag on SA shelves. This topical, fun and accessible food and lifestyle monthly is aimed primarily at women shopping for their families. Brimming with practical, modern recipes, health and décor ideas, humour, social commentary and local celeb interviews, Fresh Living aims to educate, inspire and entertain. We showcase the broad range of food and other products available at Pick n Pay, and focus on affordable, user-friendly solutions and ideas for the South African family.
Discovery magazine, South Africa’s biggest circulating healthy lifestyle title, has a fresh, vibrant new look and content that is focused on healthy lifestyle inspiration, motivation and advice – rather than on disease prevention. Distributed three times a year, Discovery magazine offers relevant, easy-to-read health features by the best South African writers, plus fast, fun recipes, tempting travel ideas, fitness and sport, and technology. Discovery is posted to more than one million Discovery members.
Close to one million Edgars shoppers receive Edgars Club magazine each month, an exclusive publication for Edgars Club members offering a host of benefits plus top fashion, beauty and décor trends, exciting in-store products and practical ‘how-to’ tips to help members gain more from their Edgars shopping experience. Edgars Club magazine is published in English and Afrikaans and is aimed at the savvy shopper who wants to maximise the benefit of being an Edgars Club member.
Spur Steak Ranches’ quarterly edutainment magazine, Totem, is the biggest circulating kids’ title in South Africa, packed with fun activities for children and distributed in more than 230 restaurants nationwide. With the ‘Secret Tribe’ members Soaring Eagle, Buffalo Brave and Buttercup on its editorial team, each issue reflects a passion for good food and family values and is jam packed with awesome competitions, interactive educational games, eco-friendly tips and a fun-filled Spur Secret Tribe Adventures comic.