Taste.com.au has adopted two new awareness strategies.

The first sees the consumer magazine partnering with Coles and, fellow subsidiary of News Corp, News Limited. Taste.com.au will run a week-daily page providing dinner recipes in The Courier-Mail (QLD), The Daily Telegraph (NSW), Herald Sun (VIC), The Advertiser (SA), The Mercury (TAS) and The Northern Territory News (NT).

The move follows Coles similar promotion involving Curtis Stone’s family meals under $10.

“This partnership with Coles is further evidence of the many ways in which we’re opening up discussion around consumer engagement beyond traditional advertising boundaries,” said Tony Kendall, director of sales at News Limited.

The second strategy, entitled ‘What’s to Tweet?’, allows users to submit recipes in 140 characters or less on Twitter using the hashtag #whatstotweet. The best will be published in Taste.com.au’s liftout.