PnP Fresh Living revamps, goes quarterly
Pick n Pay’s Fresh Living magazine has gone quarterly as the supermarket retailer focuses on building www.pnpfreshliving.com instead, which it launched after being unable to print during level 5 lockdown. While the print version will no longer be free to Smart Shoppers, the quarterly title will be free to download on PnP’s website and will be emailed directly to over 2m Smart Shoppers each quarter.
The print mag’s also been revamped to inspire readers with seasonal content, with 50 000 copies of the winter edition hitting the shelves for R25 last week.
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“We are adapting to the changing demands of our digital-savvy Pick n Pay shoppers. This shift helps us blend the best of both worlds in terms of access to content for everyday use. Now with multiple touchpoints and a true 360-degree content eco-system, we are able to offer our food-loving readers up-to-the-minute inspiration,” says Justine Drake, John Brown Media South Africa media editor and content director. John Brown, part of Dentsu Aegis Network, publishes Fresh Living.
According to John Bradshaw, PnP retail executive: marketing, over the years, Fresh Living magazine has helped PnP better understand its customers. “We’ve been able to offer them quality content while also tailoring our product offering to better suit their needs and desires. Our seasonal magazine will help customers plan for special occasions, like Christmas, while the online version will meet every day needs, such as wanting to create a budget friendly meal using our current deals in store.”
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