Summary
Agency: Pelican Communications
The Challenge
After maintaining the same format for almost five years BFFF decided the magazine needed not only a complete redesign, but a new editorial approach. Following a competitive tender, Pelican won the project.
The Solution
Research highlighted that many readers wanted to see more varied content such as interviews with industry leaders, more news and data about the wider food industry, key trends and valuable advice on subjects such as health and safety and technical and legislative issues.
Pelican recommended a new editorial strategy to enable The Bulletin to bridge the gap between member publication and independent editorial magazine. In effect becoming a magazine that would sit comfortably next to well-known UK trade publications such as The Grocer and Food Manufacture on readers’ desks.
Working in close conjunction with the BFFF team we instigated a fresh, news-led editorial policy and undertook a complete design refresh, to create a more modern and engaging publication. Interviewees included Birds Eye (Igloo) UK MD, Wayne Hudson, Tim Martin the founder of Weatherspoon’s and Edward Perry, the founder of Cook, the rapidly expanding chain of up-market frozen food shops.
The Results
Tighter deadlines and sharper news values have ensured the editorial content is fresher, more relevant and leads the magazine’s content. More prominent features combined with improved health and safety and legislative sections have made for a more engaging read. Sections covering Industry Services and New Member Profiles, provide readers with useful information and ensure a good stream of advertising revenue.
Reeder feedback has been excellent:
“Just received my edition of the new look Bulletin - WOW ! I shall now enjoy reading over my coffee. Well done to all @ BFFF and take a bow Pelican.”
“I got in this morning to be greeted by a new look The Bulletin! It had a light clean feel about it, less wordy and a fresher style, much improved!
“I think that is most impressive and improves the tone tremendously.”
Nominated for numerous awards including:
CIPR Pride Awards - Best Publication
European Association Awards - Best Association Magazine
Association Excellence Awards - Best Association Magazine
Why not have a read of The Bulletin?
For more information on our work in the Food sector, follow this link: http://pelicancommunications.co.uk/sectors/food/