Who? Waitrose, the UK's fastest-growing supermarket.
What? Waitrose’s previous flagship title Waitrose Food Illustrated was already considered a model for customer publishing, with a wide range of awards to its name. However, their ambitious growth strategy required a magazine that could attract a significantly broader range of customers without alienating the existing readership.
How? Working closely with the client, John Brown Media created Waitrose Kitchen, a more accessible and practical magazine with a carefully configured content proposition that appealed to a much broader audience base. With a focus on providing delicious and inspiring everyday recipes, the magazine has attracted a new stable of regular contributors including some of the biggest names in the food world.
The results have been outstanding. With current readership at over 1.4 million, Waitrose Kitchen is the highest circulating monthly food and drink title in the UK. Waitrose has also seen huge increases in uplift sales for products in featured recipes, while year-on-year advertising is consistently bucking the trend for this sector.
To learn more about how we continue to achieve success for Waitrose, please talk to member of our team in your region.