Sainsbury’s is relaunching its Fresh Ideas customer magazine with two versions targeting different audiences.
The spring edition of the quarterly title has been redesigned, with one version targeting families with school-aged children and another aimed at child-free homes.
The magazine, which is produced by Seven Squared and mailed to high-spending Nectar card holders, has been redeveloped so that the cover looks like a newsstand title.
Fresh Ideas’ new editor Helen Renshaw says the title has been given a “friendlier and more modern feel” in a bid to make the loyalty magazine “work harder for both client and customer”.
Content includes articles about food, fashion and home, together with health and nutrition coverage and information on dealing with food intolerances and matching food and drink.
The magazine includes more mentions of Sainsbury’s products and promotions and stronger advocacy messages. There will also be a regular feature by celebrity chef and brand ambassador Jamie Oliver.
Advertisers in the launch issue include Jacob’s Creek, Weightwatchers, Bulmers, Cushelle and Unilever’s Sure brand.
In the last ABC figures, Fresh Ideas ranked seventh in the customer magazines sector with a circulation of 1,499,244.