Guardian Australia has partnered with IGA for the local launch of the Feast app, a new platform that showcases the best of the publisher's food journalism, including recipes and foodie recommendations.

The partnership, brokered by Starcom Australia, IGA’s media strategy, planning and buying agency, is a 12-month multi-channel commercial deal that will feature IGA’s freshest produce in Guardian’s modern take on Australian cuisine.

As part pf the deal, the Feast app, available on both iOS and Android devices worldwide, will feature original recipes crafted by Australian culinary talent using fresh ingredients from IGA. The partnership will also see IGA secure an exclusive sponsorship of the Feast app, with the supermarket chain having 100 per cent share of voice across the app for all Australian users during the campaign period.

Metcash General Manager Shopper Brand and Loyalty, Fiona Johnson, said: "We’re thrilled to be partnering with Guardian Australia to showcase IGA’s incredible range of fresh ingredients through the Feast app. The partnership provides a platform to engage shoppers around IGA’s quality local product offering whilst at the same time inspiring them through seasonal, delicious and simple recipes."

Business director at Starcom Australia, Cassie Broad, said: "IGA’s sponsorship of the Guardian Australia’s Feast app is an excellent way to reinforce its leadership in fresh food and enhance its credibility in the dinner meals space. This partnership provides content of key interest to our core audience, making it the perfect fit for engaging and building trust with them."

Head of advertising at Guardian Australia, Shannon Hollis, said: "IGA and Guardian Australia work so well together because we share a love of quality, fresh food. The fresh food recipes have been crafted using IGA ingredients to appeal to our foodie audience, ensuring deep engagement with the content and salience for IGA. We’re really excited to have IGA as the Australian launch partner for our global Feast app."

Guardian Australia was launched in May 2013 and is a free premium digital news site. The IGA network is comprised of over 1,300 independently owned stores across the country. This partnership marks a significant step in IGA's strategy to reinforce its leadership in fresh food and enhance its credibility in the dinner meals space.