Easy Living IGA
INMA Global Award Entry Category 13 Best Marketing Solution For An Advertising Client News Corp South Australia - January 2016
Easy Living IGA
News Corp South Australia partnered with Independent Grocers of Australia (IGA) to custom publish a monthly magazine, distributed in store and in Messenger’s network of community newspapers throughout Adelaide. Print run of 500,000, 80% distributed through Messenger. The balance distributed in store in metropolitan and regional/country outlets.
Practical Insights For Real Shoppers
In response to TV cooking challenges as a new lifestyle obsession, IGA used Easy Living to target people who need more realistic and achievable kitchen inspiration. Content was aimed to resonate particularly with busy parents who are likely to respond to IGA’s existing position of convenience shopping.
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support and encouragement for everyday kitchen challenges weekly meal planning practical advice shopper promotions nutrition realistic inspiration price & product supplier cooperative branding
Inspiration & Motivation, not rocket science
Easy recipes are integral to Easy Living. Supplier brand advertisements are page-matched to content.
Breaking It Down
Easy Living does not assume a level of existing knowledge among readers. It gives good, simple, ‘101’ information. Butchers loved this simple explanatory breakdown of beef steaks and cuts, with usage recommendations.
Backed up with traditional ‘price & product’ advertising.
In Paper Support Easy Living IGA is a comprehensive solution to give new dimension to IGA’s position.
Editorial Support
Advertising & Promotional Support
Front Page
Easy Living IGA
News Corp South Australia partnered with Independent Grocers of Australia (IGA) to custom publish a monthly magazine, distributed in store and in Messenger’s network of community newspapers throughout Adelaide. Print run of 500,000, 80% distributed through Messenger. The balance distributed in store in metropolitan and regional/country outlets.
Practical Insights For Real Shoppers
In response to TV cooking challenges as a new lifestyle obsession, IGA used Easy Living to target people who need more realistic and achievable kitchen inspiration. Content was aimed to resonate particularly with busy parents who are likely to respond to IGA’s existing position of convenience shopping.
• • • • • • • •
support and encouragement for everyday kitchen challenges weekly meal planning practical advice shopper promotions nutrition realistic inspiration price & product supplier cooperative branding
Inspiration & Motivation, not rocket science
Easy recipes are integral to Easy Living. Supplier brand advertisements are page-matched to content.
Breaking It Down
Easy Living does not assume a level of existing knowledge among readers. It gives good, simple, ‘101’ information. Butchers loved this simple explanatory breakdown of beef steaks and cuts, with usage recommendations.
Backed up with traditional ‘price & product’ advertising.
In Paper Support Easy Living IGA is a comprehensive solution to give new dimension to IGA’s position.
Editorial Support
Advertising & Promotional Support
Front Page
