Waitrose Kitchen magazine
Waitrose Marketing challenged John Brown to evolve our multi-award-winning Waitrose Food Illustrated magazine into a fresh, new magazine that would resonate with everyday family cooks and healthy eaters, as well as the upmarket foodies WFI had traditionally courted.
Our solution was Waitrose Kitchen, a more accessible, more practical magazine that’s firmly keyed into the Waitrose marketing strategy, while still retaining the ethos that made WFI such a success. Like WFI, Waitrose Kitchen is sold in-store, as well as being delivered to cardholders.
The refresh has been a resounding success. Sales of Waitrose Kitchen outstrip those of WFI, proving we have gained readers (ABC: 339,109); and advertising, in very challenging times, is outperforming the market with a four per cent year-on-year increase in revenue.
Waitrose Wine
When we were challenged to create an online platform for a series of wine offers and promotions for Waitrose, we came up with a range of exciting editorial solutions to bring them to life. To date, three campaigns have been launched, one of which was En Primeur, in which we used a Waitrose buying expedition to Bordeaux (blog, photos and video) to engage the user. Waitrose saw a 400 per cent increase in Bordeaux En Primeur sales on previous years.
Alongside the best-in-class branded content commissioned and curated by John Brown, the key to Waitrose Wine’s success was a flexible, template-based approach that allowed for cost-efficient reskinning for different offers, plus addition/navigation through maps and other rich-media plug-ins.