Publishing

Making the customer your success partner

In the spring of 2013, Mega Image decided to change its thematic product price-focused catalogue and to come with a fresh design. We took a step further and proposed a completely new approach, a 48-page monthly catalogue with substantial editorial inserts. The client wanted to have a category on focus for each edition: beer, ice cream, bio and special diet products, Romanian brands, wine, etc. The concept included opening articles and section introductions, as well as small interesting product descriptions, boxes with complementary information and recipes especially produced for Mega with major chefs in Romania. All that made the 250,000 copies publication with nationwide circulation an instant success.

Unleash your imagination!

In 2014, Mega Image team asked for a new concept of the publication, based on colors and themes of interest for the readers. Each edition had in focus one color or a mix of two colors and a theme reflecting the main shopping opportunities of the moment.

For example, in February, Mega was centered on the idea of love and the main color was red. The choice of products included chocolates and gourmet products, sparkling wine, gifts, etc. Red products in these categories (red fruits, red packaging) were favored in the layout or red graphic elements were used to support the chromatic unity of the publication. The recipes section featured red dishes: strawberry soup, red tuna, duck breast, chocolate and raspberry dessert. The travel destination (a country and national cuisine represented in Mega Image) was one easily associated with passion: Mexico. The cover featured a recipe prepared for Mega by chef Joseph Hadad or chef Nicolai Tand.

More content, more fun

2015 was a further step in the evolution of Mega towards a customer magazine, more content-driven and with more visual and editorial hooks for the reader. Each issue would reach the supermarkets in the last Thursday of each month and cover topics related to the following month. We proposed a clear magazine structure for the publication, with a 12 page Dossier centered on a seasonal theme. The summary displayed at the bottom of the page the calendar for the respective month and important dates were linked to the materials featured in the magazine.

For example, the July issue was dedicated to “Holidays with style”. The 14th of July was linked to the culinary destination (French Riviera), 24th of July, when Nescafe was launched in 1938, was linked to the article referring to cold coffee drinks, and the Dossier overall brought to attention international food products from Mega Image associated with the most popular holidays destinations for Romanians. We also changed the cover treatment, using top view photos of the recipes.

A flagship communication project of Mega Image

In 2016, we continued to create relevant quality content for the customers. As part of the Ahold-Delhaize group, Mega Image had to aim for higher standards regarding customer communication.