After producing the wildly successful cookbooks, In The Mix and In The Mix II, the Slattery Media Group made the bold decision to blaze a new trail into the hearts of Thermomix lovers by creating and publishing the first English language printed magazine in the world for users of the Thermomix. In addition to a hardcopy magazine, we were tasked with building and establishing a strong digital offering and social media presence. Our aim was simple—connect the Thermomix community—a passionate group of people who love to cook with, talk about and engage with their Thermomix on a daily basis—through engaging and inspiring content, and to assist them in getting more out of their machines.
With significant cookbook and Thermomix experience already behind us, we were perfectly placed to produce and publish a fully-rounded magazine and website for a community that was starving for an offering of this nature.
In addition to an already impressive inhouse team led by former restaurateur, restaurant critic, author, publisher, and avowed Thermomix user, Geoff Slattery, we sought out the crème de la crème of cooks, writers, editors, food photographers, and food stylists to help us create literary, culinary and visual masterpieces—bringing our ambitious vision of publishing a premium magazine and launching a vibrant new online community of cooks to life.
For our debut issue, we created and rigorously tested over 40 unique recipes, penned engaging essays on ingredients and dishes—tracing their long history (or short), and interviewed renowned chefs and cooks—giving us access to one-of-a-kind commentary and insights into the world of commercial cooking.
Operating like a well-oiled machine, our team worked tirelessly to create a hardcopy and online offering that is diverse, considered, and, perhaps most importantly, differs from anything else available in Australia, or internationally.
TMix+ is the first magazine created for users of the Thermomix in Australia. It is a collectible product that has equal pride of place on bookshelves and kitchen benches. The magazine encapsulates the Thermomix spirit: excellent quality, inspiring, loyal, progressive and passionate. It is complemented by tmixplus.com—a companion website that rarely sleeps
Issue 1 of the magazine, which will be published quarterly, as well as tmixplus.com, were launched in November 2015 and were met with rave reviews nationally, while issue 2 published at the beginning of March 2016 and has received praise mere days after release.
In The Mix: Great Thermomix Recipes
Thermomix in Australia
What we did:
Editing, design, photography and styling, print management and distribution
It was love at first sight for Dani Valent and Thermomix, and the acclaimed journalist and restaurant critic approached SMG with the idea to produce a cookbook that showcased the incredible versatility of this all-in-one food-preparation machine.
The Thermomix is beloved by high-end chefs and creative cooks, so we knew our cookbook would have to appeal to their gourmet tastes and reflect the sophistication of this revolutionary kitchen appliance. With that in mind, in 2011 we produced and published In the Mix: Great Thermomix Recipes, a lavish hardcover coffee-table book with more than 100 recipes from Dani Valent and renowned chefs and bloggers from all over the world. The simple, yet striking design allows the stunning food photography and styling to really shine, resulting in a reading experience that’s like champagne and caviar for the eyes.
In the Mix was the Australian winner and international runner-up of the 2011 Gourmand World Cookbooks Awards, and is now in its fifth reprint. In fact, the book went down so well that Thermomix, Dani Valent and SMG all came back for seconds and in 2013 we published In the Mix 2: More Great Thermomix Recipes, which again won the Australian round of the Gourmand World Cookbooks Awards.
What we did:
Web design and development, copywriting
Sherridon Homes excels at delivering beautiful, affordable homes that celebrate the Australian lifestyle, but the company’s online offerings weren’t commensurate with their brand, so they requested SMG to help reinvigorate their brand.
Just like Sherridon Homes, SMG offers all our clients a knock-down-and-rebuild option, and that’s exactly what we did for this job. Sherridon’s fresh new site streamlines the browsing experience for potential customers with a sleek and sophisticated design that is easy to navigate, and features 3D animation and transforms. We also created an automatic feed of house and land packages from their website to RealEstate.com.au and Houseandland.com.au, as well as automated brochure generation for sales consultants to provide clients with custom house and land package brochures.
After the redesign, the Sherridon Homes sales team reported an immediate increase in inquiries from prospective customers—a good example of how a professionally developed and beautifully designed website can increase a customer’s awareness of your brand and drive sales.
Pencil Learns To Fly
Essendon Football Club
What we did:
Created the concept, commission the author and illustrator, editing, design, client liaison, print management
To create a custom publication for Essendon Football Club’s literacy program, aimed at early school children, with a focus on the multi-cultural region around Essendon's new training centre at Tullamarine.
SMG worked closely with the author, Jim Howes, illustrator, Melanie Matthews, and the Essendon Football Club (EFC) to produce Pencil Learns To Fly, a book that would be suitable for children aged 5 to 8, with a focus on cultural diversity, equality and, of course, footy. We were careful to always make sure that the text and illustrations met EFC’s requirements.
Pencil Learns To Fly has a fun storyline full of kid-friendly messages, such as tolerance, embracing and celebrating diversity, acceptance and friendship, and is chock-a-block with beautiful illustrations, filling every page with life and activity. As a bonus, readers discover a fun surprise at the end of the book—that the Bombers’ mascot, Skeeta, is hidden on every page! From the front cover to the end papers, Pencil Learns To Fly exceeded expectation on all fronts.
Fremantle Football Club 20 Years Celebration Book
Fremantle Football Club
What we did:
Creative planning, editing, design, print management and distribution
Two decades in the big League is a milestone worth celebrating, so the Fremantle Football Club commissioned SMG to produce a history of the club to mark the event.
The author, Les Everett had not produced such a comprehensive work before—and nor had Fremantle footy club. We put together the best structure, and Les wrote the words to fit. The book has been created to allow the club's organic history to be added as it happens.
Featuring all the headline-grabbers, the characters and controversies, the stunning victories and crushing defeats, this hardcover coffee-table book is a must-have for any die-hard Dockers fan. Fremantle Dockers: An Illustrated History weaves together every moment that made the Fremantle Dockers into the club it is today, while the stunning full-colour photography captures all the emotion. A classy, special edition leather-bound version was produced in a limited run for the loudest and proudest Dockers fans.
Who We Are
SMG at a Glance
Solutions that provide benefit to clients
Experience in print media
Rapid response to any problem
Transparency of approach
Publisher, AFL, 1995-2012
Books since 2002
Magazines and Annual Reports
Sport: AFL, Cricket Victoria, Racing Victoria, VRC
Finance: Evans and Partners
Corporate: Victorian Bar Association