For over 10 years now, advertising agency Pubmarket! has been making Peper & Zout, Spar’s tasteful magazine that appears 7 times per year. The 40,000 copies are distributed across more than 100 Spar and Spar Express stores of the Lambrechts Group. The magazine is a real hit. In no time, each new edition disappears into the shopping bags of loyal customers.
After several graphic facelifts, Pubmarket! has radically changed the magazine. The editorial content, imagery and layout have all received a facelift. Informative, light and original content as well as fantastic photography are all hallmarks of the new concept.
Each new issue has a theme that runs like a thread through the regular features. Advertising agency Pubmarket! highlights each theme – Happy Food and High Tea for example – in every part of the magazine: the fresh food section, original recipes, à la minute dishes & snacks, novelties, the menu of the week etc. As an added bonus, an extra article is dedicated to the theme each time. In Happy Food, for example, there’s a fun editorial piece called Happy snacking for kids. In High Tea, an article is dedicated to party biscuits for kids’ birthday parties.
In each issue, we present a different Spar store to readers. This section fits perfectly with the new approach: more pictures, less long texts, quirky quotes… how refreshing!
Pubmarket! pays special attention to photography and the originality of the dishes. Every single dish is a unique creation. A food stylist and food photographer take care of the visual aspect of the mouth-watering creations.
Oh, and the extra thick end of year edition left stores in no time!