Showcase

The Brief
As the ninth highest circulating magazine in the UK (ABC), Somerfield magazine has a clear mandate, to improve brand perception and drive sales for the high street supermarket.

The Challenge
PSPRare Publishing wanted to demonstrate the magazine's effectiveness and ROI against these objectives.

Editorial Response
The magazine provides a visually strong feast of seasonal food and drink, with recipes and accompanying drinks options to entice the reader and increase basket spend instore.

Results
Somerfield magazine was evaluated as part of the APA Advantage Study, with significant results. In the study, 65 per cent of readers said the magazine helps them understand instore offers, with readers 32 per cent more likely to think Somerfield delivers value, than non-reading customers. Additionally, the study revealed that magazine readers are more likely to consider Somerfield as their only supermarket choice than non-readers.

And against Somerfield's increased basket spend objective, 61 per cent of readers bought a product as a result of reading the magazine, with 67 per cent stating that they visited the store more often having read the title.

In improving brand perception, the study identified that readers are 500 per cent more likely to think ‘Somerfield sells good quality fresh food' than non-reading customers, with 80 per cent of readers saying that they ‘feel warm towards Somerfield  having read the magazine'.

Alongside increased circulation growth, the magazine generated in excess of £1.5m profit for Somerfield in 2008.