Food and Drink Wholesale UK
Wholesale News magazine
A leading trade magazine for FWD (Food and Drink Wholesale UK) providing sector news, opinion and insight for wholesalers and suppliers in print, online and on social media.
A respected monthly magazine that covered the wholesale industry for nearly three decades, Wholesale News was under threat from other industry titles and risked falling behind in a competitive market.
Licence-owner FWD (Food and Drink Wholesale UK) recognised the trends and identified us as the perfect agency to breathe new life into the brand and re-establish Wholesale News as the place to go for industry insight.
The first hurdle was to engage with wholesalers, industry experts and suppliers to establish Wholesale News as the voice of the sector.
The first priority was to give the magazine a refresh and we improved production values. As an advertising-driven magazine, we also created commercial options across print and digital space that would it a highly attractive destination for brands.
We came up with an all-new impactful masthead. The magazine would now include more professional photography and take a friendlier, more accessible tone. We’d still provide the same advice and insight readers wanted, but in a style that would encourage more to pick up the magazine when they received it.
Our research showed that there wasn’t high engagement with Wholesale News’s website and email newsletter, so we gave both of these a facelift to make them more attractive and user-friendly – transferring the magazine’s new style to the online space. We also introduced a digital magazine to increase visibility and readership and provide a strong alternative to print content, while we provided greater video presence elsewhere.
To further engage with the industry, we created new social media accounts – targeting posts as part of a social strategy to gather more followers and engagements
And to address specific topics of interest and development in the sector, in partnership with leading brands across FMCG we established and have run two new programmes each with their own dedicated content, websites and events – the eWholesale Collective and the Green Wholesale Collective.