Asda Magazine

Produced by the content marketing agency Publicis Blueprint, Asda Magazine gave readers bright ideas for smart shopping and reached over 8.7M readers every month through its monthly magazine, website and online recipe hub. According to Asda, the title generated an annual sales uplift of £260M.

Type of content
Print magazine and online

Sector
Retail

The brief

Publicis Blueprint needed to bring to life the store’s very best in food, homewares, entertainment, fashion and beauty with a monthly consumer magazine and online content.

The challenge

I was deputy editor for five years (permanent) and it was a very fast-paced role that required strong organisational and time-management skills to meet deadlines for print, online, and spin-off commercial projects. Keeping up to speed with the latest food and interiors trends was super-important, so that I could weave in new ideas and inspiration for customers throughout the content.

The role

• Devising engaging features to communicate key product messages

• Planning editorial calendars to support Asda's marketing strategies

• Collaborating with art directors, designers and home economists

• Copywriting, sub-editing and overseeing tone of voice

• Commissioning and editing all features

• Managing the editorial and subbing teams, workflow, CMS, deadlines and budgets

• Brainstorming ideas for specials and content for social channels

• Client liaison, leading status meetings and organising competitor reviews

• Working with commercial teams to create advertorials

Here's a link to the April 2023 issue and below are examples of earlier pages I worked on...