Seven Squared to launch two new Sainsbury's magazines

Customer Publisher Seven Squared is launching two new magazines for Sainsbury’s: Sainsbury’s Drinks and Sainsbury’s Ideas.

Sainsbury’s Drinks will be distributed with the Mail on Sunday in December. The 40-page pilot glossy will include 32 pages of editorial featuring articles by the likes of Sainsbury’s Magazine wine expert and author Simon Woods and wine writer Olly Smith.

Sainsbury’s Drinks, which will aim to be an ‘educational yet fun’way of helping customers learn more about the retailer’s beers, wines and spirits, will also be handed out to Sainsbury’s in-store colleagues as an educational tool.

Sainsbury’s may look to distribute Sainsbury’s Drink on a quarterly basis.

Dorcas Jamieson, publishing director at Seven Squared, said: ‘We worked closely alongside Sainsbury’s to devise the editorial and design content of the magazine, which showcases a great mix of beers, wines and spirits. The result has a consumer magazine feel which is exactly what the client wanted to achieve. I’m sure customers will derive a lot of value from it.”

Seven Squared is launching Sainsbury’s Ideas following a successful summer trial.

The magazine marks the supermarket’s first venture into customer publishing through its Sainsbury’s Finance division.

The quarterly glossy will be called Winter, Spring, Summer, or Autumn Ideas in tune with the relevant season. It is being launched in order to encourage loyalty and retention from Sainsbury’s Bank customers and promote other areas of the Sainsbury’s Group. It will feature product related content including insurance and money management.

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