The Bulletin, is the magazine for members of British Frozen Food Federation (BFFF). Produced every two months it is circulated to the BFFF’s members, the wider food industry and key opinion formers and influencers.
After maintaining the same format for almost five years BFFF decided the magazine needed not only a complete redesign, but a new editorial approach. Following a competitive tender, Pelican won the project.
Research highlighted that many readers wanted to see more varied content such as interviews with industry leaders, more news and data about the wider food industry, key trends and valuable advice on subjects such as health and safety and technical and legislative issues.
Pelican recommended a new editorial strategy to enable The Bulletin to bridge the gap between member publication and independent editorial magazine. In effect becoming a magazine that would sit comfortably next to well-known UK trade publications such as The Grocer and Food Manufacture on readers’ desks.
Working in close conjunction with the BFFF team we instigated a fresh, news-led editorial policy and undertook a complete design refresh, to create a more modern and engaging publication. Interviewees included Birds Eye (Igloo) UK MD, Wayne Hudson, Tim Martin the founder of Weatherspoon’s and Edward Perry, the founder of Cook, the rapidly expanding chain of up-market frozen food shops.
Tighter deadlines and sharper news values have ensured the editorial content is fresher, more relevant and leads the magazine’s content. More prominent features combined with improved health and safety and legislative sections have made for a more engaging read. Sections covering Industry Services and New Member Profiles, provide readers with useful information and ensure a good stream of advertising revenue.
Why not have a read of The Bulletin?