The March edition of Pick ‘n Pay’s popular Fresh Living magazine and its Afrikaans counterpart, Kook en Kuier, will be the first time the increased print run of half a million will be on shelves. Filled with content celebrating the last days of summer and the Easter season, the magazine will be available from 9th March and is free to all Smart Shoppers, on a first come first served basis.
A solutions-driven magazine, Fresh Living actively engages with consumers, sharing inspiration for accessible weeknight meals, money-saving recipes, healthy eating plans and up-to-date reports on topical issues. The March issue will include a ‘visit’ to Editor Justine Drake’s house to celebrate a colourful Easter with family and friends; a selection of stir fry recipes that are the perfect any-time summer meal – quick, healthy and delicious; a look at seemingly odd ingredients in classic recipes that make them shine; and of course loads of chocolate and the perfect Easter gift guide.
“Celebrating Easter with family and friends is a long-standing tradition in my family”, says Justine Drake, the magazine’s award-winning editor, celebrity chef and presenter of the PnP-sponsored Just Cooking BBC television show. “There are five essential must-haves that I include in every Easter celebration”.
- Fuss free meat option – I don’t want to spend time slaving over a roast. A butterflied leg of lamb cooked over a hot fire is the perfect solution.
- Pickled fish is a must, but I like to give it a twist – this year I’m making pickled fish pate, served with lemon toasts.
- A beautiful salad – get creative, use seasonal ingredients – broccoli with chickpeas, avo and mint sauce or beetroot with seeds and goats cheese. A fabulous alternative to traditional veg and salad.
- Duck fat roast potatoes – I might be going for the fuss free meat option, but there is no short cut for the perfect roast potatoes and duck fat is the secret ingredient.
- Chocolate!! From speckled eggs and chocolate marshmallows to home-made Easter egg rocky road shards. There is no Easter celebration without chocolate.
The magazine’s increased print run also means an increase from 100 to 140 pages and an opportunity to showcase more food and entertaining, health and beauty, home, décor and gardening, family and kids, and other content relevant to Pick n Pay’s wide range of shoppers. In the March issue that means, over and above all the food and Easter content, the magazine will include a look at consumer rights, how to deal with high blood pressure and a clever girls guide to investing.
John Brown Media South Africa, publishers of Fresh Living since its launch in November 2007, believes the magazine is a testament to the power and success of content marketing with research showing that 81% of readers buy products based on what they read in the magazine. The increased print run means the magazine will now reach an estimated audience of 2.5 million readers, making it the most powerful form of marketing engagement across both customer and consumer food magazines in the country.
Says Pick n Pay’s Group Executive: Marketing, Adrian Naude, “Our readers love that moment when they can sit down, take their new magazine out of its cellophane and enjoy some me-time reading SA’s best and most down-to-earth food mag. And that’s why we are doing this – so that so many more of our customers can enjoy that moment too.”
About John Brown Media
John Brown South Africa is part of a leading global content agency with clients such as Pick n Pay, Edgars, Discovery, Spur, BMW, MINI and Total locally, and Waitrose, John Lewis, Orange, RBS and Spinneys abroad. Their track record in helping their clients maximise customer engagement on multiple platforms is evident in both the diversity and longevity of the client portfolio. John Brown has offices in Cape Town, Johannesburg, London, Hong Kong and Dubai. John Brown is part of the Dentsu Aegis Network.
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John Brown Media is part of a global leading content marketing agency, with offices in Cape Town, Johannesburg, London, Hong Kong and Dubai. Our passion is helping brands engage with customers across a multitude of platforms from digital to print. We launched in South Africa in 2007 to publish Pick n Pay’s Fresh Living magazine and have since added Edgars Club, Discovery and Spur Totem to our blue-chip client portfolio.
As one of the fastest growing content agencies in South Africa, we offer our clients innovative 360-degree solutions. Pivotal to this offering is our growing digital capabilities; continuously raising the bar for our clients while remaining focussed on what we do best – helping brands create a dialogue with customers, which results in a commercial transaction and greater brand engagement.
Pick n Pay Fresh Living
Pick n Pay’s in-store magazine, Fresh Living, is the top-selling food mag on SA shelves. This topical, fun and accessible food and lifestyle monthly is aimed primarily at women shopping for their families. Brimming with practical, modern recipes, health and décor ideas, humour, social commentary and local celeb interviews, Fresh Living aims to educate, inspire and entertain. We showcase the broad range of food and other products available at Pick n Pay, and focus on affordable, user-friendly solutions and ideas for the South African family.
Discovery magazine, South Africa’s biggest circulating healthy lifestyle title, has a fresh, vibrant new look and content that is focused on healthy lifestyle inspiration, motivation and advice – rather than on disease prevention. Distributed three times a year, Discovery magazine offers relevant, easy-to-read health features by the best South African writers, plus fast, fun recipes, tempting travel ideas, fitness and sport, and technology. Discovery is posted to more than one million Discovery members.
Close to one million Edgars shoppers receive Edgars Club magazine each month, an exclusive publication for Edgars Club members offering a host of benefits plus top fashion, beauty and décor trends, exciting in-store products and practical ‘how-to’ tips to help members gain more from their Edgars shopping experience. Edgars Club magazine is published in English and Afrikaans and is aimed at the savvy shopper who wants to maximise the benefit of being an Edgars Club member.
Spur Steak Ranches’ quarterly edutainment magazine, Totem, is the biggest circulating kids’ title in South Africa, packed with fun activities for children and distributed in more than 230 restaurants nationwide. With the ‘Secret Tribe’ members Soaring Eagle, Buffalo Brave and Buttercup on its editorial team, each issue reflects a passion for good food and family values and is jam packed with awesome competitions, interactive educational games, eco-friendly tips and a fun-filled Spur Secret Tribe Adventures comic.