The anniversary comes on the back of new data from the National Readership Survey (NRS) announcing BBC Good Food to be the magazine brand with the largest reach in the country, say the publishers.
Branding agency Lambie-Nairn have revamped the look and feel of the BBC Good Food brand logo. The work is timed to coincide with the start of the brand’s birthday celebrations and will run across all BBC Good Food’s businesses: BBC Good Food Magazine, website, social, recipe books, live shows and events, tying them together with a unified look and feel.
According to Immediate Media, BBC Good Food began life as a print only title back in 1989 and is still the UK’s leading food title with 1,357,000 readers per month, but has since expanded to become the UK’s number one food website with 13 million unique users, the leading food iPad app, an expanding number of live events, including the UK’s largest food event - the BBCGoodFood Show Winter at the Birmingham N.E.C - and a hugely successful series of cookbooks. According to NRS’s recent PADD report fusing print readership with digital, tablet and mobile for the first time, BBC Good Food is the magazine media brand with the largest reach.
The special birthday themed issue of the magazine features a stunning birthday cake, created by the first Great British Bake Off winner Edd Kimber. There is a free cover-mounted spatula on the cover in two colours and inside are 107 recipes, 25% off River Cottage courses plus a series of exclusives with celebrity chefs such as James Martin and 25 moments that changed food.
Meanwhile the website has a series of video messages from celebrity fans of the brand including chef of the moment Tom Kerridge, Mary Berry and Lorraine Pascal. The books, published by Ebury are rolling out a series of new launches with further plans to celebrate the birthday at BBC Good Food’s Winter live shows.
‘The Good Food Nation’ is the start of a rolling survey of the UK's eating, drinking and shopping habits to deliver fresh insights, advice and fool-proof recipes to make us all better cooks. Kickstarted by one of the UK's biggest ever food studies of 10,000 UK respondents, conducted by YouGov. A nationwide PR and marketing plan is taking place over the course of the next year aiming to position BBC Good Food as the ‘Go To’ destination for anything food related.
According to Head of UK Publishing at BBC Worldwide Chris Kerwin: “BBC Good Food began life as a print title but has since grown into a food superbrand operating across a variety of platforms and live events. At the heart of the brand, and consistent across a quarter of a century, is the tried and tested formula with every Good Food recipe across every format tested in the Good Food kitchen. However Good Food is so much more than just a collection of recipes, it offers inspiration, help and advice, skills and reviews or ideas, for areas spanning health, food travel, local and seasonal, and getting children cooking. It’s right to mark the anniversary but this is a brand that never sits still and we are always looking forward to ensuring we remain the ‘Go to’ brand for food fans, wherever they are.”
Commenting on the logo refresh Brand Creative Director Elizabeth Galbraith said: “The simplicity of the logo design is both deceptive and part of its success. From a broad and demanding brief Lambie-Nairn has produced a versatile, recognisable and beautiful new identity for BBC Good Food. The new look brings a confident and contemporary visual purpose to our brand. The identity is fit for the multiple platform media demands in the development of the brand.”
