A B2C approach in a B2B market
Stir It Up: The Country Range Group Magazine for Caterers
When operating in a market dominated by 2 major players, it is often difficult for smaller companies to achieve cut through, with many getting swallowed up by the industry giants. The Country Range Group (CRG), a consortium of 13 wholesalers in the food industry, is challenging the status quo; fighting back with tactical activities which focus on delivering added value to their customers. Stir It Up magazine is the consortium’s own monthly publication, read by over 100,000 chefs, buyers and restauranteurs in the UK.
Eclipse were initially contracted to undertake the creative for the magazine 7 years ago. Now, we are a fully integrated part of CRG, working at the heart of the team to provide creative and content. Eclipse have constantly evolved the publication to adapt to the future, producing 13 customised versions every month – each reflecting the unique offers of the individual member wholesalers.
Under our creative lead, the publication has gained a reputation as “The M&S of foodservice magazines”, with its stylish and informative content that actively drives sales growth.