Over 25 years of content excellence for one of the UK's most-loved brands

The problem

The grocery retail sector is more competitive than ever. At a time when price comparison and discounting not only lead the conversation but the purchase decision, how can one of the 'Big Four' secure its leading position by retaining a core customer base, as well as attracting a new audience?

The solution

Sainsbury’s magazine

For the past 25 years, we have created and built the Sainsbury's magazine brand into a highly successful multi-channel content strategy. Every month, Sainsbury’s magazine still brings to the newsstand pages packed with easy-to-follow recipes from midweek meals to impressive bakes, plus travel, fashion, beauty, home inspiration and more. We also create four special issues a year based on market trends, as well as hosting industry and consumer events. Through a bespoke website, a weekly newsletter and an integrated social strategy, we have created a highly engaged and loyal audience that view Sainsbury's magazine as a trusted source for inspiration. This has given the retailer and its suppliers a platform to promote their products, services and campaign messaging through always-on, innovative content.

The results

We’re proud that Sainsbury’s magazine is the No.1 food title on the newsstand and is an industry best, winning multiple awards year on year. Our content is monetised through copy and advertising sales delivering multi-million pound revenue and profit back to Sainsbury’s. The printed magazine attracts over 1.3 million readers, we send out 9m digital newsletters and have 10 million monthly web page impressions, and an impressive socially engaged audience of 3.7 million.

Why it matters

Sainsbury’s magazine is a premium brand eco-system that allows the retailer to have an ongoing dialogue with its core audience around food and lifestyle beyond the aisles.

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