The Wholesale Group
Eat magazine
A digital magazine, produced for one of the UK’s largest wholesale buying groups, to support, inform and inspire foodservice professionals.
The Wholesale Group is one of the UK’s largest wholesale buying groups, focusing mostly on the foodservice industry. It offers its 250+ wholesaler members a range of business and promotional support, plus preferential buying terms with the major FMCG suppliers.
In order to help support the end customers in the chain – the foodservice businesses sourcing stock from members – The Wholesale Group asked us to create the most effective platform to communicate essential business advice and insight, plus the Group’s messages and support, helping businesses to run their operations most profitably.
We conceived an inspiring and information-packed but concise digital magazine called Eat, to be delivered exclusively to the audience as a benefit of being customers of the Group’s members, and which our client was delighted with.
Designed and delivered in an eye-catching, familiar magazine layout in digital page-turning format, with mobile-friendly, easily shareable article views, it offers readers features written with their needs firmly in mind. These include seasonal pieces, category advice, articles on the latest trends, industry news and updates, essential advice from suppliers and recipes.
Calling on our extensive industry knowledge built over many years working with clients in the sector, we plan and shape the content of each edition hand in hand with our client, ensuring that the key messages and topics covered hit the mark time and time again.
As well as mastering the content we also ran the commercial side, offering a combination of display advertising and content opportunities we negotiated with suppliers, giving them the best platform to engage directly and most effectively with their buying audience.