The client: A F Blakemore is a food retail and wholesale company established in 1917. It’s the largest SPAR distribution centre in the UK, owns and operates around 300 SPAR stores and provides trading, marketing and sales support for 1,090 more nationwide.
The brief: To create a magazine for A F Blakemore’s SPAR stores that delivered at a local level the benefits of a customer magazine more typically found at giant retailer level. In so doing, to provide compelling editorial content that added value and drove loyalty.
The magazine: A quarterly that picks up on key seasonal themes – Spring, Summer, Halloween and Christmas – A F Blakemore’s SPAR magazine has real warmth and is genuinely useful. 44 pages of topical and timely content are awash with recipes and clever ideas.
The result: SPAR stores are smaller convenience outlets with a local catchment. Though sophisticated retail propositions in their own right, a SPAR magazine has underscored as much and delivered both perception change and sales uplift on featured lines.
"We are really pleased with the magazine that Stream Publishing has created for us. It’s snapped up by customers within days of publication, they ask about it and talk about it and buy ingredients in-store to follow the recipes. It gives our brand great profile."