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Cooking up a storm: SA food media thrives under lockdown

Screen Shot 2020-06-09 at 2.00.56 PM

Source: Bizcommunity, 9 June 2020, photo credit: Restaurant & Café

Trends show that food and recipe content is hotter than ever, with South Africans finding their flavour in Woolworths TASTE and Food24, says New Media.

The data is in, and it’s safe to say that South Africans are in the kitchen and looking to cooking and food-related media for inspiration. South Africa’s leading content marketing agency, New Media, continues to earn big points in this category. Both Taste, the brand they produce for Woolworths, and its own brand Food24 have enjoyed increased engagement since lockdown began.

This follows local and global trends, where isolation and social distancing have both necessitated far more home cooking and given people time to learn and experiment. Many South Africans are also seeking to recreate the magic of eating out at home.

SimilarWeb shows that visits to the top 100 cooking and recipes websites worldwide have increased by 33% from February 2020 to April 2020. In terms of the South African audience, total visits for this category increased by a massive 86%, understandably, given the lack of food delivery options under Level 5 of lockdown.
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