The Client

The Kitchens, an urban marketplace for food lovers on the Gold Coast, Qld.

 
 

The Brief

‘Create a publication that showcases food trends, culinary adventures and celebrates all things food.’

 
 

The Audience

A passionate local community with an appetite to learn, sample and experiment.

 
 

The Solution

Plum + Spry devised a content plan to appeal to the audience on multiple levels: ‘Trending’ looked outwards towards global trends; ‘People + Places’ celebrated local providores and the landscapes where foods are cultivated and created. Other sections celebrated seasonal produce, skill-sharing and recipes. The format allowed flexible promotion of retailers and restaurants, creating multi-faceted viewpoints of a single brand in every issue.

All content was created by Plump + Spry, using our network of food specialists and creatives who have worked with some
of Australia’s and the world’s most recognisable brands. 

 
 

The Result

The magazine was delivered to 75,000 homes in the local community to raise awareness and drive buzz around the soon-to-be-opened venue. The magazine was so well received, the client received calls from customers requesting an annual subscription.

This has since become a quarterly publication.