Supermarket chain Morrisons is taking its in-store magazine online for the first time.
Morrisons Magazine is expected to soft launch its interactive ezine this week, giving consumers content from the print title in a rich media format.
The site will feature interactive pages, allowing visitors to flick through pages of magazine content, clicking on features and images to view video footage.
Static editorial content, such as the editor’s letter and information on produce, will now take video form, showing readers behind-the-scenes footage of in-store activity.
Advertisers will also be able to place their own video content on page, with air freshener brand Glade running its TV ad within a double-page spread.
Visitors to the site will also be able to read recipes, columns from celebrity chefs and find out about special offers in-store and online.
While consumers will not initially be able to contribute content to the site, Morrisons has said the site is capable of Web 2.0, with the possibility of social features being rolled out at a later date.
Morrisons Magazine was launched early last year, with an initial distribution of 1 million copies. The ad-funded publication now has a distribution of 1.5 million across its 375 UK stores.
Earlier this month, Morrisons rolled out a below-the-line campaign to highlight food waste in the UK (Marketingweek.co.uk 12 May).