The Co-operative

The Co-operative Food to launch bi-monthly in-store magazine with River


By The Drum Team, Editorial

February 13, 2012 | 2 min read

The Co-Operative Food has announced that it is launching a bi-monthly in-store and digital magazine, and has appointed content provider River to help.

The magazine, which will feature simple recipe ideas and support the “Good with food” brand positioning, will be available free to shoppers through larger Co-operative food stores and other Co-operative societies including Midcounties, Midlands and Anglia Regional.

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.”

Natasha Jackson, River head of digital, 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.”

Nicki Murphy, River CEO, added: “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.”

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