South Africa-John Brown-PnP

Pick N Pay Fresh Content Solution Case Study

Launched in winter 2018, the Pick n Pay Fresh campaign was a multi-platform, through-the-line, content-led campaign aimed at Core and Core Upper shoppers (those who spend between R1 000 and R1 500 per month).

With a 12-year track record of tangible customer engagement via the pages of free customer magazine Fresh Living and consequent sales uplift (Fresh Living readers spend on significantly more per shop than non-readers), Pick n Pay tasked the Fresh Living team, led by award-winning editor and celebrity chef Justine Drake, with helping them regain Fresh Produce market share.

Over and above continuing to provide solution-driven content, we were tasked with significantly raising awareness of PnP’s price-sensitive Fresh-category offers, showcasing improved quality and increased product range, and driving home PnP’s ‘Fresh Promise’.

With up to 470 842 copies of Fresh Living claimed each month and an estimated 2.133 million readers per issue, South African supermarket Pick n Pay’s customer magazine Fresh Living had the highest circulation and readership figures across all South African food and lifestyle categories for customer and consumer titles.

Fresh messaging was incorporated into the pages of Fresh Living and a content-led themed ATL brand-extension supplement, Fresh Ideas, with a 2 million-plus print run was launched to tie in with the Fresh trade plan.

Furthermore, a monthly Fresh emailer was created and sent to a database of up to 320 000 of Pick n Pay’s Smart Shopper loyalty-card holders. The Fresh message continued in weekly Supper Sorted mailers, which reached 30 000 deeply engaged opt-in customers and ran on Pick n Pay’s Facebook feed, with its subset of 1.9 million fans.

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