In 2015, MPG Concepts was asked by the Dutch-based supermarket chain AholdDelhaize to launch a food platform for four of its supermarket brands in the USA. The inspiration for this was Allerhande, the wildly successful in-store magazine created in the Netherlands by The MPG Group for AholdDelhaize in 1983 and that is still going strong today as an award-winning multi-platform brand with extensions across Europe.
MPG Concepts created an American version with Savory: Fast, Fresh & Easy, a website, social channels, app, and magazine available free to AholdDelhaize shoppers in the U.S. Savory content also has become a prominent feature of each supermarket brand’s website, providing recipe content, articles, videos, and GIFs. With the Savory platform providing the inspiration, AholdDelhaize is able to help customers create fast, fresh, and easy family meals using ingredients that they can easily find at the supermarket.
The Savory platform provides content for all the moments in family life throughout the year, from New Year’s health and wellness resolutions to back-to-school lunches to festive, affordable holiday feasts. A number of recurring formats bring home the platform’s mission: In Season spotlights the best of the season with shopping and prep tips as well as recipes. Take 5 is a visual format that shows how 5 ingredients can be quickly transformed into an easy, satisfying meal. SuperFast helps consumers get dinner on the table in under 15 minutes. $10 Meals shows that sticking to a budget can be both achievable and delicious.
Savory is truly a multi-platform brand with extensions in print, online, on social channels, and in store. Savory magazine has a circulation of 1.2 million and a frequency of 9 issues a year. It is provided as a gift in store at Stop & Shop, The Giant Company, and Giant Food supermarkets. The magazine is also available via the Savory app and on each supermarket’s website. A dedicated brand website, Savoryonline.com, features all the Savory recipes, videos, GIFs, and articles. The brand also has a vibrant presence on Facebook, Instagram, and Pinterest.
Focus group testing from AholdDelhaize has shown that consumers love Savory content, with the majority of readers keeping magazine issues for more than two weeks and 50 percent keeping issues for more than a month. Savory’s Facebook page has more than 100,000 followers and growing; Instagram has 20,000 and growing. Savory content is also shared on each supermarket’s social channels as well as in weekly circulars and in radio and TV ads.