Alpro Soya, the soya products brand, is planning to target health-conscious consumers with the launch of an independent consumer magazine entitled Wellbeing.
The magazine, which will be published by Richmond Towers Media, aims to “introduce consumers to the concept of Wellbeing in its widest sense”.
It will include features about health, exercise, nutrition and environmental issues. It will also feature celebrity contributions.
The launch issue has a print run of 450,000. The magazine does not feature Alpro Soya in its editorial, although it does appear in advertising and advertorials.
Alpro Soya commercial director John Allaway says that the brand is keen to develop a new way to target consumers.
Allaway adds: “Alpro Soya consumers are media-savvy and want real editorial content. So, although Wellbeing is paid for by Alpro, it is not an extended advertisement for our products.”
The launch of the magazine is part of the brand’s attempt to raise awareness of its products and their health credentials.
The campaign also includes television, press and direct marketing. There has also been a national sampling campaign.
The brand is reviewing its &£30m pan-European media planning and buying account. It has shortlisted Carat, Mediaedge:CIA, Starcom and OMD.