Pick n Pay is one of South Africa’s leading food retailers, and hired John Brown Media in 2007 to create a custom magazine with a goal of helping increase their customers’ shopping frequency and basket size.
The resulting publication, Fresh Living, is now the top-selling food and lifestyle magazine in South Africa. Thanks to a concise mix of recipes, ingredient-centric features, and news stories, readers of this title spend an average R40 more per shop than non-readers.
In 2014, Pick n Pay issued a new challenge to increase the number of shoppers engaging with Fresh Living each month. John Brown worked to transform the Pick n Pay content offering into an engaging, efficient omni-channel communication strategy by repurposing existing content onto Pick n Pay’s website, newsletters, videos, apps, and social media channels.
In March 2016, Fresh Living’s distribution model was relaunched with 500,000 free copies of the print magazine made available to members of Pick n Pay’s loyalty program, Smart Shopper, the largest of its kind in South Africa.