Free for shoppers to pick up at larger Co-operative food stores and those of Midlands and Anglia Regional Co-operative Societies, the bi-monthly magazine is self-funded and packed with new product information, recipes and money-off coupons.
Simple recipes for family and friends are key, and one of the main features is “Cook it tonight”, boasting enticing yet easy-to-follow recipes, based on store-cupboard ingredients and seasonal produce – simple to whip up at the end of a busy day.
The special Easter edition gets across The Co-operative’s “Good with Food” message, and Easter is celebrated with a relaxed weekend menu, involving little effort, so that readers can spend time with family and friends. This includes a roast beef meal, with a feature on how a farmer supplying The Co-operative takes care of his cattle.
Eggs and chocolate also feature prominently. With a nod to free-range eggs in store, the magazine shows how useful eggs are as a staple to everyday eating, featuring seven ways to enjoy them. And chocolate is given its place with exciting in-store treats, tempting recipes and a look at The co-operative’s Fairtrade chocolate range.
The in-store paper magazine is complemented by a multi-browser compatible digital version available from www.theco-operative.coop and free to download from iTunes. Built and developed by River, this version features videos of easy-to-follow recipes from the magazine being made up. A children’s cooking feature shows how to make Easter nests, whilst a savvy cook feature, shows how to get two meals out of one, using Mediterranean chicken with butter beans and Linguine with a rich tomato sauce.
Helen Nunn, Head of Marketing at The Co-operative Food, said: “The Co-operative Food magazine enables us to highlight our value proposition and is a great example of how we’re developing our product and service offerings to meet our customers’ needs and deliver good value for families.
“Strengthening both our media strategy and our customer offer, the magazine works to encourage customers to trial new products and categories, whilst providing our suppliers with a unique opportunity to work strategically with us to promote their products and to get quantifiable results.”
Amanda Grant, Editor The Co-operative Food Magazine, said: “The magazine is designed with Co-operative customers in mind, with money-off coupons and lots of inspiring and accessible recipes for feeding family and friends. Whether you’re cooking an everyday meal, or a special dish for a special occasion, you’ll find healthy, delicious food that’s fun and easy to prepare. Plus, we’ll keep our readers up to date with all the latest news on new products and offers in store.”
Both the in-store paper and the online magazines are produced by branded content agency River.
