Editor Justine Drake explains what she believes is the secret behind the success of Fresh Living: “It’s an incredibly accessible magazine that genuinely provides solutions to everyday problems – what to cook tonight, tips to save money, how to be healthier and more. We consider time, money, skill and of course trends in everything we produce – all of which is local and relevant to Pick n Pay shoppers. We also work hard to ensure the magazine appeals to Pick n Pay’s very broad base of customers and believe we’ve managed to get the mix right.”

After winning the 2012 MPASA PICA Award for The Wonderful World of Green supplement, Drake gives insight into why a magazine would incur the extra costs and work involved by publishing a supplement: “The supplements allow us to focus on different areas of the Pick n Pay business that we cannot give sufficient space to in the main book. It’s also a chance to be more product-heavy than we would be in Fresh Living while at the same time providing useful information and editorial credibility. The Pick n Pay supplements we produce are also not only seen as added value to our readers, but also as circulation drivers.”

She says that she believes that supplements make a difference to sales as readers perceive them as something for free, which everyone appreciates.

According to Drake, one of the key pillars of the Pick n Pay business is sustainability and all things green, which aim to help customers become more environmentally aware, increase the number of sustainable products on shelf and to reduce its environmental impact as a business. “The Wonderful World of Green was used to communicate this message, demystify the topic and provide practical solution-based information. It essentially addressed three areas with regards to the environment – what was happening globally, what the readers could do to help and what Pick n Pay was doing. It made a potentially boring subject accessible with the use of illustrations and by focusing on elements of the home, garden and other areas that readers could relate to. It was also a great vehicle to showcase Pick n Pay green and organic products, as well as CSI projects,” she says.

Another The Wonderful World of Green supplement was produced in 2013 as well as others focusing on seasonal and special occasions – Summer, Winter, kids, parties and Christmas. Fresh Living therefore once again entered this category for the 2013 MPASA PICA Awards, as well as the other categories that they won in 2012, plus a few more. “We believe we are strong contenders in these areas and with luck have every chance of coming home with an award or two again,” says Drake.

Drake adds that they are continuously making small tweaks in both design and content to ensure the magazine stays fresh and reader involving interests or clients’ new initiatives are addressed and communicated. The magazine however did not undergo any major changes this year.

In conclusion, Drake says: “The PICA Awards are important as it provides affirmation to both client and staff that we are doing something right! We also value acknowledgement from our peers in the industry. The awards work as wonderful morale boosters for staff and a compelling drawcard for advertisers.”

For more information, visit www.mpasa.org.za and click on the PICA 2013 banner. Alternatively, follow @mpasamags on Twitter.

Winners of the 2013 MPASA PICA Awards, once again with long-term partner Paarl Media as main sponsor, will be announced on Thursday, 14 November.