Case Study: Pick n Pay becomes a leading multichannel content producer and drives sales growth with John Brown Media

Transforming one of Africa’s major supermarket chains into a leading multichannel content producer

Pick n Pay, one of Africa’s largest supermarket chains, faced the challenge of turning its retail content into a cohesive lifestyle proposition that would engage shoppers both in print and online. John Brown Media was engaged to build on the success of the Fresh Living monthly food magazine and to create a multichannel content strategy—covering magazines, web, mobile, video, social media and newsletters—that would attract consumers, repurpose existing content and sit seamlessly alongside the Fresh Living brand.

John Brown Media transformed Pick n Pay’s content into a dynamic omnichannel platform—launching a new website, microsites, an ezine, digital newsletters, apps, videos, social channels and campaigns such as the “Freshly Blogged” competition—while monetising supplier relationships through sponsorship and advertising. The results include Fresh Living becoming South Africa’s highest-selling consumer food magazine (circulation 66,859), readers spending on average R40 more per shop, exceeded advertising sales targets, multiple PICA awards, and a social reach of 700,000 Facebook fans, delivering measurable sales uplift and expanded scope of work for Pick n Pay.

Pick n Pay

Malcolm Mycroft

General Manager, Marketing