According to the results, Fresh Living has bucked the trend and seen circulation rocket from 60 863 to 449 145 over the time period April to June 2016.

These figures confirm that the magazine is providing consumers with exactly what they want when it comes to inspirational content and that this particular loyalty reward genuinely resonates in the lives of Pick n Pay shoppers.

The Fresh Living brand has cemented itself as a household name since it’s launch in 2007, providing readers with a trusted source of food and lifestyle content that is accessible to the diverse cross-section of Pick n Pay customers.

Independent quantitative research (conducted in partnership with global consultancy 5one), using a sample size of 5597 Smart Shopper customers indicates that readers are deeply engaged with Fresh Living, with almost 70% spending a massive 30 minutes or more with their copy each month, taking time to absorb the recipes, new products, tips and special offers that come in each issue. They then pass it along to at least three other readers, boosting readership to an average of 1.5 million.

“It is enormously gratifying to see that the increased engagement with Pick n Pay’s loyal Smart Shoppers directly translates to measurable (and impressive) sales uplift”, says Fresh Living editor, Justine Drake.

The research also showed that readers take direct action once they’ve read the magazine, spending 2.5 times more in-store than the average Pick n Pay shopper.

This evidences that the products, recipes, and reviews are resonating with the consumer, inspiring them to experiment with new flavours, dishes and ingredients, all the while deepening their relationship with the brand.

BrandMapp 2016, an annual landscape survey, includes a sample of 2 412 regular readers of Fresh Living magazine and states that 80% of Fresh Living readers say that the most influential factor in deciding what recipe to try is the ‘availability of ingredients’, and the independent Smart Shopper research states that 92% of readers confirmed that they purchase products featured in its pages.

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