Live Naturally and Kroger: Impact Report 2020

/ 2020 PROGRAM HIGHLIGHTS /

FREE IN KROGER SINCE 2013!

AVAILABLE EXCLUSIVELY THROUGH

The Wellness Guide for Kroger shoppers

A Trusted, Beautiful, Natural Health Magazine — In Store & Online

A Full Cycle Contentto-Commerce Platform Driving Sales in Kroger Stores

Makes shopping for healthy food easy at Kroger

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In Print. In Store. In Hand.

Live Naturally is a quarterly magazine promoting natural food and products and is distributed exclusively through Kroger stores around the country.

Uniquely branded to each division, this high-quality lifestyle magazine educates the Kroger shopper, influences purchasing decisions and shapes new buying habits.

EASY

CUSTOMER ACCESS! The magazine is easy to find in custom branded racks at the entrance to stores and placed in pick up orders L OCAL AVAILABILITY! All products featured in the magazine — advertising and editorial — are vetted to guarantee availability in local stores

IT FRE’ES !

DISTRIBUTION

1,435 Stores 560,000 Copies Quarterly 12 Divisions

E XCLUSIVELY FOR KROGER! All original high-quality content, recipes and photography T URNKEY OPERATION! Full-scale production and distribution, and seamless integration with stores, requiring no investment from divisions

COST TO KROGER: $0

ATLANTA CINCINNATI DALLAS

HOUSTON MID-ATLANTIC MICHIGAN

EDUCATING SHOPPERS

HEALTHY RECIPES Easy scan-to-shop recipes on mobile

KROGER CONTENT

FEATURING. top natural products makes it easy for readers

Excl conteusive n t fo r K ro and l ger Health ocal s to s u to r i e s p divisi port ons

PRODUCT RECOMMENDATIONS

SELLING MORE OF WHAT SELLS BEST Kroger’s Healthy Lifestyle Publishing Partner: LIVE NATURALLY

Easy scan-to-shop recipes on mobile

Simple tap-to-purchase adds ingredients to Kroger shopping cart

As natural and sustainability-marketed products sales continue to out-perform other products (some growing 7x faster than conventional products) Live Naturally’s healthy lifestyle magazines — available exclusively in 12 select Kroger divisions — are growing shopper loyalty and basket size.

IT FRE’ES !

More Ways Live Naturally works with Kroger KROGER HEALTH

SIMPLE TRUTH

FOOD AS MEDICINE

KROGER TELENUTRITION

AND MORE!

LET’S SELL MORE! Send us your local, natural brand contacts.

CONTACT.. Deborah Juris | (303) 883-4159 | deborah@livenaturallymagazine.com

AFFORDABLE HEALTHY

HIGH VALUE AD PLACEMENTS

NATURAL SUPPLEMENTS

Travel, ily, , fam fitness ’s health, womening tips, cook ore and m

LIFESTYLE CONTENT

PROMOTING KROGER & GETTING NOTICED

Much more than a magazine, the Live Naturally publishing program positions Kroger as a trusted partner, caring retailer, solution-provider and relationship builder.

AWARDED FOR

OVERALL EXCELLENCE IN CUSTOM/ CONTENT MARKETING

The Kroger Company won best retailer-published magazine for its Live Naturally magazine showcasing plant-based products as viable alternatives to their animal-based counterparts and promoting them via recipes, nutrition, and wellness guidance.

IN THE NEWS..

From the GFI Retail Report 2020 Recognizes The Kroger Co. for its “Live Naturally” magazine, which showcases plant-based products as alternatives to animal-based foods

IN THE NEWS..

From Supermarket News Reports on retail leader’s plant-based sales.

A coincidence that, of the top six retailers, the two that are Kroger banners also carry Live Naturally?

IMPACTING PERCEPTIONS

Survey Says!

FACT Live Naturally Magazine influences buying decisions and changes habits among mainstream shoppers.

We polled readers across the country to get their feedback on Live Naturally Magazine.

The bottom line? IT WORKS.

WOW!

95%

SAY THE MAGAZINE INSPIRES THEM TO TRY NEW PRODUCTS

I enjoy the magazine because it [introduces] me to other products I haven’t tried yet.

— RACHEL W., KROGER DALLAS

“When a new magazine comes out, I always put it in my cart and read it as soon as I can.”

70%

PURCHASED MORE NATURAL AND ORGANIC PRODUCTS AS A RESULT OF READING THE MAGAZINE.

— PAM V, KING SOOPERS/CITY MARKET

I love everything about this magazine!

From the articles to the recipes! Such a great resource!

Thanks, Kroger!

— HOLLY D, KROGER MIDATLANTIC

77%

66%

CONSIDER THEMSELVES “CROSSOVER” SHOPPERS, PURCHASING BOTH “MAINSTREAM” AND NATURAL PRODUCTS

FIND THE ADVERTISEMENTS IN THE MAGAZINE USEFUL

KEEP ‘EM COMING!!!

— ALICE C, KROGER MIDATLANTIC

“I love this magazine. It [gives] me recipes and information on products that I wanted to try but didn’t know much about.”

More Than Half SHARE THE MAGAZINE WITH OTHERS

— ANGELA K, KROGER ATLANTA SOURCE: SURVEY CONDUCTED BY LIVE NATURALLY MAGAZINE THROUGHOUT FIRST QUARTER 2019. DATA FROM 1,836 COMPLETE RESPONSES.

CONGRATULATIONS!

We’re making a real impact across the Kroger family of brands.

Here are some highlights of Live Naturally mentions from across the web ...

NEW ISSUE IN STORES!..

SAVING YOU $$ AT KROGER!..

Atlanta-area mom blogger and social media influencer calling her followers to Kroger!

Calling attention to coupons, driving traffic to stores on iHeartKroger.com!

KROGER’S GETTING HEALTHY!..

SHOPPING INSPIRATION!..

The magazine of nutrition professionals highlights Kroger, Live Naturally and Kroger Health as thought-forward wellness consultants!

Simple Truth and Live Naturally develop a Vegan Recipe Contest!

SELLING MORE

I have a subscription to Bon Appetit, however, I find better information and more interesting recipes in Live Naturally.

Love the Live Naturally way of life!

-ALI V, BELGRADE MT

-G’NA P, IRVINE, CA

I love the magazine. It has awesome recipes and great coupons. A win win. Thanks!

-KATIE L, LOS ANGELES, CA

It has recipes I want to try, info that is interesting and coupons. What more would you want!

LOVE THE MAGAZINE! ALWAYS GRAB IT WHEN I’M IN SMITH’S.

-DIANE P, OGDEN, UT

-TAMMI D, CEDAR CITY, UT

#loveit -DIA B, LAS VEGAS, NV

Your magazine is pure, simple and honest!

Your magazine addresses wholesome health with no indication of ethnicity, body size, income level, geographical location nor gourmet skill level.

-ANNETTE N, DESOTO, TX

What a surprise, the QFC folks tossed the magazine in my bag.

We can’t put it down!

-GARY P, BOTHELL WA

Absolutely love everything about this magazine. Few things in life are free...

This is truly a gift to anyone who reads it!

-SUSAN L, LIBERTY, UT

The magazine inspires me to be a healthier eater and make healtheir meals for my family.

-ANNE M, RENO, NV

DRIVING LOYALTY

CULTIVATING CUSTOMER LOYALTY WITH LIVE NATURALLY MAGAZINE!

Trends like food as medicine, eating to sustain wellness and the free-from movement are exploding. Kroger cements its market-leading role and demonstrates its customer understanding with Live Naturally. Your turnkey quarterly magazine offers an achievable approach to healthy living to nearly 4.5 million shoppers annually!

2020 AT-A-GLANCE

1,551,000 FREE, glossy,

lifestyle magazines to Kroger shoppers

. . . we b o l s t e re d K ro g e r ’s position as THE lea n a t u ra l d e r i n health.

612 recipes ... we sparked natural foods trial and adoption.

interactive, healthy product comparisons ... we inspired in-store and online purchase.

3,290,400 readers

“I love everything about this magazine!

Thanks, Kroger!”

(+ hundreds more online)

1,041

More than

– Lauren R.

OFFERING

1,388 pages

384 in money-saving

of educational editorial ... we championed Kroger’s advocacy for healthy living

PLUS BOGO offers & sweepstakes

$

coupons

... we conveyed value.

Driving sales and credibility while amplifying the Kroger brand.

Susan Humphrey DIRECTOR OF MARKETING OPERATIONS (303) 242-0161 | susan@hungryeyemedia.com

Deborah Juris VICE PRESIDENT/GROUP PUBLISHER (303) 883-4159 | deborah@livenaturallymagazine.com