When leading South African supermarket chain Pick n Pay wanted to change customer perception, create a sense of loyalty and increase basket size, it rebranded. John Brown’s task was to support this image overhaul with a strong content marketing strategy, consistent messaging and branded content that made customers sit up, take notice and engage. We created a multi-format branded content programme that worked hard for both brand and product by showing ingredients in a variety of inspiring ways.
Fresh Living magazine
We worked closely with Pick n Pay to create Fresh Living, a paid-for magazine that’s full of accessible solution-based content, such as tips for entertaining and recipes for simple mid-week suppers. Success was immediate, with Fresh Living becoming the largest-selling food and lifestyle magazine in South Africa within eight months, and 44 per cent of readers buying every issue.
Fresh Living online programme
To support and grow the Pick n Pay online community, we created the Fresh Living online magazine. With clever teaser content, it has increased pickup of the print magazine. Downloadable recipes and the ability to add these straight to your online shopping basket have also boosted sales of featured products. Distribution of this online magazine has gone from 120,000 Pick n Pay newsletter subscribers to 750,000.
Fresh Ideas cookbooks
These mini cookbooks provide recipes and hints and tips on how to make the most of seasonal products. As a highly sought-after and collected brand extension, they have boosted both product uptake instore and the magazine’s circulation.
Supplements
Through the inclusion of educational/solution-driven editorial and recipes, Fresh Living’s series of product-heavy supplements has driven sales and product interest within every department of Pick n Pay. Titles like The Wonderful World of Meat and The Wonderful World of Cheese work hard, for Pick n Pay customers and sales alike.