Pick n Pay and John Brown Media announce the launch of SA’s first digital food blogger competition – Freshly Blogged

Posted: July 12, 2013

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. ”

The competition will be run in association with Pick n Pay Fresh Living magazine which is published by John Brown Media, together with lead sponsors Knorr and Spekko.

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.