AUTUMN 2016_PROMOTING THE EFFECTIVENESS OF PRINT MEDIA THROUGHOUT EUROPE
WHAT ARE YOU LOOKING AT?
How print feeds the appetite for food marketing
BEST FRIENDS FOREVER How print inspires loyalty, devotion and commitment HOT OFF THE PRESSES Create topical print campaigns with fast turnaround ads THE 360-DEGREE REVOLUTION We explore how print is working with virtual reality THE LIONS THAT ROARED The best print campaigns from this year’s Cannes festival
FOOD MARKETING
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Hungry? Ever since the first recipe was committed to paper, print and food have had a long and fruitful relationship. Now, with our appetite for gastronomic content growing by the day, print’s ability to display stunning imagery and convey simple, appetising recipes means it’s always on the menu for food marketers — By Johnny Sharp
E
ver tried cooking with a recipe on your phone or iPad? Some say it’s
convenient, having a world of recipes at your fingertips – many as video tutorials – but then you have to pause after each instruction to carry out the next step. Then the screen times out and you have to swipe and log in again, then tap, scroll, zoom in and so forth, often with fingers sticky with ingredients or covered in flour. You can’t write your own adjustments to the recipe in the margins and God help you if you spill that pan full of stock over it… As in other areas, traditional media brands often look to digital channels in search of new markets, and there’s no doubt that social media platforms such as Instagram have proved influential in spreading food trends. But it hasn’t been at the expense of traditional media such as cookbooks, food magazines or grocery mail – in fact you could argue that the two work well together to promote our growing obsession with cookery, reflected in the popularity of cookery TV shows across Europe.
Photograph by Jean Cazals Jean Cazals is a leading food photographer. This image is from a forthcoming book for Sketch restaurant in London and won the award for Best Food Photographer 2016 in the Food Portrait Category sponsored by M&S
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Österreich € 3,30 - Schweiz sfr 5,80 - Benelux / Frankreich: € 3,50 - Italien / Spanien: € 3,70
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“Many of our readers tell us that they sit down on the sofa after work, browsing through our magazine, enjoying the appealing food photos to get inspiration for their cooking” Gaby Holger, Editor in Chief of German cookery magazine Meine Familie Und Ich
Food for thought One of the most successful areas of print publishing is currently food and cookery magazines. Across Europe, publishers are catering for a growing audience of food fans, drawn to gastronomy thanks to a steady diet of prime-time cookery shows and a healthy interest in diet and nutrition. In the Netherlands, supermarket food magazines Allerhande (Albert Heijn B.V.) and Boodschappen (Hoogvliet B.V.) are the second and third most read magazines in the country, with a resilient circulation of four million copies between them. In France, the leading monthly food magazine Cuisine Actuelle has enjoyed consecutive year-on-year circulation increases. Food magazines also still hold their own at the top of the UK market, where supermarkets Asda and Tesco’s own-brand magazines occupied numbers two and three on the national ABCs for 2015, the former boasting a circulation of over two million, while the magazine produced for Waitrose is at number eight. All registered a circulation increase in the last ABC fi gures. Among the paidfor magazines, BBC Good Food and Sainsbury’s Magazine were in the top 25 UK food magazines, selling over 450,000 copies a month between them. Meanwhile, although celebrity chefs such as the UK’s Jamie Oliver and Germany’s Alfons Schuhbeck have risen to fame mainly through television shows, they
quickly gravitate to print, both via the ever-lucrative cookbook market or columns and recipes in magazines – or in some cases magazines of their own, such as Jamie magazine, which over the past five years has launched local print incarnations in every country in Europe and beyond. Indeed, throughout Europe, food and cookery magazines continue to perform well for publishers and attract advertisers. German cookery and lifestyle magazine Meine Familie Und Ich celebrates its 50th birthday in print this year. “Many of our readers tell us that they sit down on the sofa after work,” explains Editor in Chief Gaby Holger, “browsing through our magazine, enjoying the appealing food photos to get inspiration on what to cook next for the family.” She also believes that print has the edge when it comes to presenting food. “Photography and content have to be a perfect match – that’s very important. The look and feel of a magazine has to be unique and harmonic. And print is haptic, so you can experience photography and content more intensely.” That’s a view shared by the editor of a food magazine at the opposite end of the publishing market. Lotta Jorgensen is Editor of Malmo-based gastronomy magazine Fool (slogan: ‘Food, Insanity, Brilliance and Love’), a beautifully presented bi-annual print-only magazine that’s distributed across Europe and the
US, and has so far sold out of every issue produced. Their audience is gourmets and gastronomic obsessives, and she has no doubt that her magazine’s medium suits the subject matter perfectly. “For us print is something you can hold in your hands,” she says, “something you can more easily share with friends – you can borrow my copy. In that sense it has a lot in common with food.” And while the editorial team has concentrated on creating a high-quality, luxury experience rather than courting advertisers, brands are keen to be associated with them. “We don’t actively sell ads,” she says, “but brands contact us because they would like to be in our environment and our target group is very defi ned – it’s chefs, people working in top restaurants, journalists and food obsessives everywhere!” Thinking inside the box The message that such magazines and other food-related media promote is that cooking is an enjoyable, accessible and rewarding part of the 21st Century. Buying into that philosophy and running with it is another area of the food industry that has snowballed in recent years: recipe delivery services. Although they count themselves as online businesses, brands such as HelloFresh, Marley Spoon and Gousto rely on print when it comes to the all-important business of customers turning their
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/ FOOD MARKETING
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Chupones are an indigenous wild fruit native to the Chilean coastal range. Chupones (or neyu as the fruit is called in Mapudungun) are an important food item for the Mapuche — indigenous inhabitants of south-central Chile.
Maqui, a Patagonian wild fruit loaded with antioxidants, here served as a pie with sheep milk from Chiloé island, maqui extract and the fruit itself.
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“Print is something you can hold in your hands, something you can more easily share with friends. In that sense it has a lot in common with food” Lotta Jorgensen, editor of Swedish gastronomy magazine Fool
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FOOD MARKETING
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“ The internet is not that convenient when it comes to cooking – people don’t want to put an iPad in the kitchen or have to look at a movie to know how to do it. It’s a messy place! So print is much better for that” Malcolm Burg, MD of Dutch recipe box service Mathijs Maaltijdbox
ingredients into meals. “It’s really important to have printed recipes,” says Malcolm Burg, MD and founder of leading Dutch recipe box service Mathijs Maaltijdbox. “People really miss it if they are not there. The internet is not that convenient when it comes to cooking – people don’t want to put an iPad in the kitchen or have to look at a movie to know how to do it. It’s a messy place! So print is much better for that.” The two leading brands in Europe have also witnessed the power of marketing through offline channels. Marley Spoon’s co-founder Fabian Siegel told TechCrunch last year how they had invested heavily in inserts with Amazon packages, and found that not only was it successful, but that offline customers proved to be valuable ones. “It makes the customer acquisition process tedious and slow,” he admitted, “so you need good financing. But people who use the product stick with it.” The all-conquering HelloFresh found the same to be true. Last year, as their business expanded from their original European base to the US and Australia, their website said: “Direct sales has gone on to make up to 50% of HelloFresh’s sales. It also drives the highest quality of customer for the business, as they understand the concept and the product and are committed to HelloFresh as a long-term customer.” Now the two brands have built up a solid customer base, they can open a new revenue
stream by offering commercial partners the same ‘piggyback’ service they used to grow their own business. For instance, in each HelloFresh box you’ll find a ‘Hello Perks’ envelope containing vouchers and offers from other brands. Number crunching Elsewhere, technological advances are allowing more traditional grocery businesses to take advantage of digital-age data to combine the advantages of print with data-driven customer targeting. Belgian supermarket chain Colruyt found their direct mail operation wasn’t as efficient as it could be, so they tasked their marketing agency Symeta to find a way of more effectively reaching out to different customer groups. “[Colruyt] used to send the same brochures to every customer, with 32 pages of coupons and 400 promotions,” recalls Symeta’s head of Sales and Marketing Jo van de Weghe. “The customers didn’t want to read it any more. So we started to analyse the data, and through their customer loyalty cards we would register their purchases and target what products they prefer, and find out whether they’re a family, they have a garden, pets, and so on. “We made a brochure with just 32 promotions on it instead of 400, on four pages instead of 32, but targeted them to different kinds of customer. The turnover
rose between six and eight per cent. We kept analysing the data and now it’s almost a predictive document – we can predict which customers will buy which kind of promotions and we can even predict when a customer is going to run away to competitors by their buying behaviours.” The result is that two million Colruyt customers now receive regular ‘Selection For You’ brochures, offering personally tailored discount vouchers for carefully targeted products. The client themselves saw an immediate difference. “The sections [of our customers] that weren’t using coupons at all began using coupons,” says Bart van Roost, Head of Strategic Marketing for the Colruyt Group. “Because they said, ‘now it’s becoming interesting for me.’” This points towards a fascinating future for food marketing in print, where improved analysis of customer habits and tastes can be used to target them with personalised magazines and direct mail that cuts through the media noise to grab the customer’s attention more effectively. Meanwhile, as recipe kits continue to grow in popularity and culinary magazines and cookbooks maintain their position at the heart of 21st century food-lovers’ lives, food marketing will continue to capitalise on food’s enduring relationship with print. As Lotta Jorgenson puts it: “They’re both tactile, sensual experiences. You want your images to look good enough to eat, and in print you can do that.”
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