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Waitrose Food Illustrated

Provided by John Brown Media
December Issue, on sale 27th November is they key Christmas issue. Features include stylish Scandi Christmas ideas.

Tell us about the Opportunity / What is it?

WFI is the award-winning magazine for people who love good food, drink and travel. It provides a monthly feast of seasonal and regional produce, inspiring recipes, international food stories, restaurant reviews and thought-provoking columns by highly acclaimed writers. Combining stunning photography and excellent design, WFI has been described as “creatively brilliant, spot on for the brand and a gastronomic delight. Free to Waitrose and John Lewis account card customers, including holders of the partnership card, it boasts a high-spending audience of foodies.*PPA Award

What is the Marketing Objective?

The targeting of affluent Waitrose/John Lewis consumers within a stylish, engaging read.

How does it work?

Effectiveness Sales uplifts attributed directly to Waitrose Food Illustrated: - £50,519 increase in slaes of Alaskan Salmon, June 2007 - £127,826 extra sales of parsnips, November 2006 - 1000% increase in sales of Duchy Originals organic box, December 2006 - £46,092 increase in sales of Clos de los Siete 2005 Mendoza, December 2006

Who's used it in the past?

Everyone from Glenfiddich to Ford. Anthony Gibson-Watt, Buying Director ZED media states: WFI is a "shining example" of an excellent customer publishing magazine! Fundamentally, how many clients do you know that would like to target the Waitrose/John Lewis shopper - mass affluence epitomised. And it transpires that a solid, stable circulation, of just under 316,000 copies will tempt many clients. Not only that but the production and art direction are second to none. WFI is a beautiful title, winning APA & PPA awards. Ultimately John Brown publishing should be proud

Features / Benefits

As you would expect WFI scores very highly on TGI luxury statements I am prepared to pay more for good quality wine 202 I prefer to take holidays off the beaten track 177 I am prepared to pay more for foods that don't contain artificial additives 167 I buy Fair Trade products when available 195 I buy free range products whenever I can 170 Its worth paying more for organic food 185 I pay attention to where my purchases are made/grown 198 I tend to go for premium rather than standard goods/services 190 TGI 07Q3index against BBC Good Food,Sainsbury's,Delicious, GH

Guide PriceReach & FrequencyTarget AudienceMedia Types
Contact for details54% AB, 84% ABC1 adults
25 - 34
35 - 44
45 - 54
Female
AB
MAGS / CONSUMER
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONAL03 Sep 08 - 31 Oct 08BUILD AWARENESS
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