Eye candy – award-winning content to stimulate minds, and tastebuds

CONTENT STRATEGY. ART DIRECTION. EDITORIAL.

The Client

The Kitchens – an urban food destination located on the Gold Coast, Australia. ‘The Kitchens’ magazine showcases more than 50 food retailers and caters to a local community with an appetite to learn about and experience new foods.

The Audience

Predominately female (67%) with over one-third living in a household with children.

The Brief

To create fresh, engaging stories incorporating 34 retailers. Reflect the breadth of food options and entertaining experiences found at The Kitchens, and drive traffic to their in-centre culinary workshops.

The Solution

To keep the content fresh, we presented the retailers through a variety of lenses: Providores, Creators of Food Trends, Makers, etc.

Divided into five sections (‘Trending’, ‘In Season’, ‘People and Places’, ‘How To’, and ‘Coming Up’), the magazine covered a variety of food topics in an accessible and interesting way, making it easy for readers to go straight to their favourites. Inside the cover, all recipes were developed with in-centre chefs and shot specifically for the magazine, while the inclusion of a map helped shoppers navigate the new centre.

We also celebrated seasonal produce and local food – putting a spotlight on those farmers and makers at the heart of the process. Not only did this position The Kitchens as a memorable dining destination: it also showed its support for local communities, characters, and initiatives.

The Result

– The publication was warmly received by customers with an abundance of positive feedback.
– All 10,000 in-centre copies were collected. The Concierge desk noted that “customers often asked staff when the next edition would be coming out.”
– The promoted masterclasses reported strong engagement and participation.
– The magazine went on to collect gold at The Content Council’s ‘Pearl Awards’ in New York.

Client Feedback

“Creative agency Plump & Spry consistently executes our publications with professionalism and passion. The team are always ‘on the ball’, ensuring all the latest trends are covered and the overall process is extremely sound. The results and outcome we receive are to the highest quality which, in turn, is a great marketing tool to assist in driving sales and traffic for the centre.”

– Ashlee Hume, Marketing Manager

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