River has been awarded the contract for the million-circulating Co-operative Food magazine, which will be available free to shoppers through larger Co-operative food stores and other Co-operative societies including Midcounties, Midlands and Anglia Regional. The magazine will also be available on The Co-operative Food website.
Featuring simple meal ideas for convenience cooks and everyday recipes for scratch cooks, the magazine will support The Co-operative Food's key “Good with food” brand positioning, as well as reinforcing its value messaging.
Helen Nunn, Head of Marketing at The Co-operative Food, said: “The Co-operative Food magazine is a major step for us and a key element of our brand marketing programme to highlight our value proposition focused on delivering ‘Big Deals within Easy Reach’. In-store magazines are proven to drive sales and our multi-channel approach will ensure maximum reach for our content by allowing us to communicate with our customers on a number of different levels. Through a competitive tender process River proved that they have the credentials and understanding of brand fit to deliver a class-leading suite of assets and we're delighted to be working with them.”
River CEO, Nicki Murphy (pictured), commented: “The Co-operative has 2,800 food stores in the UK and to have been appointed to this prestigious contract through a competitive pitch process is incredibly exciting. We have a rich heritage in food content at River and look forward to proving the power of an integrated content approach which includes tablet, web and paper variants of the magazine to deliver results in terms of return on investment.”
River Head of Digital, Natasha Jackson, said: “The Co-operative Food represents a fantastic opportunity to showcase the power of an integrated content strategy to drive action in consumers. The fact that this contract includes both online and offline channels is both significant and essential in a market which has seen increasing use of mobile devices for consuming content.”
