Winter InSPARation, in which the Group has invested over £100,000, is available free of charge in all SPAR and EUROSPAR stores across Northern Ireland now, with a print run of nearly 400,000 on recycled paper.
The magazine serves up a recipe book of winter warmers inspired by seasonal and local produce, created by the brands’ Executive Chef Carl Johannesson. Edited by Claire Craig, the local journalist speaks to sports stars MMA Champion Leah McCourt and former Ulster and Ireland captain, Rory Best, alongside household names including Cate Conway and Aimee Fuller on how they have navigated one of their most challenging years yet.
Bronagh Henderson, Marketing Manager at Henderson Group says the magazine further connects the brands to their shoppers and seeks to provide some comfort in a time of upheaval; “Our Winter InSPARation magazine is a 100-page read which oozes comfort; from chats with our local celebrities and farmers, to over 30 pages of winter warmer recipes that covers breakfast, lunch and dinner along with money off coupons.
“We are also welcoming our readers into our Christmas Kitchen, which is a 21 page pull out covering everything from party food, in the hope that we can have safe festive gatherings this year, to the main event – the Christmas Dinner – and absolutely everything in between.”
The magazine also looks to reader wellbeing, with features dedicated to self help reads, motivational exercise apps and a column from wellbeing author and influencer, Annette Kelly of Little Penny Thoughts.
Bronagh continues; “This year has been a huge challenge for us all, and we are very proud to produce this magazine which not only highlights a range of recipes, crafts and hobbies for us all to try our hand at, but which looks out for our wellbeing too. It was important for us to consider the effects of the COVID-19 pandemic when creating the magazine, and we hope this free magazine provides some much-needed distraction and inspiration as we move into the winter months.
Retailers are fully equipped to raise the profile of the magazine instore, with POS and shelf cards for those products featured in the magazine, alongside a full merchandising guide to help group all ingredients together and further upweight their winter sales.
Bronagh finished; “We have also created how-to videos and social assets for the recipes featured in the magazine to even further engage our shoppers online, who may still be shielding or isolating. We’re ensuring this is content that everyone has access to.”
Winter InSPARation is available in all SPAR and EUROSPARs now.