Shaw’s Reaches Out to Customer with Wellbeing

Salem, MA—September, 2004—Working with Shaw’s Supermarkets, a subsidiary of Albertson’s, King Fish has introduced Wellbeing, a 36-page, quarterly magazine created for Shaw’s women customers age 30-plus. The publication’s original recipes, content focusing on fitness and emotional health and enticing photography and graphics create a bold statement, while its tagline, “feed your mind, body and soul,” encapsulates its direction.

 

Building on the retailer’s Private Media campaign, Wellbeing, which is circulated to more than 100,000 customers in New England , follows ducklings, a magazine for moms with newborns to kids age 5 launched for Shaw’s in October, 2003 by King Fish. “Wellbeing is a continuation of the ongoing investment Shaw’s has made in understanding its customers,” observes Cam Brown, President of King Fish Media. “While ducklings was geared toward young mothers and delivers content around children’s health and development, Wellbeing focuses both on family themes and on ‘me time’ for women. Like ducklings, Wellbeing speaks in a sisterly tone, but the content is a balance of the things that readers do for themselves, covering physical and mental wellness, eating right and related issues, as well as overall family health.”

“Our brand promise is to really try to build loyalty and get a connection with them,” says Shaw’s President Nicola DiFelice. “A lot of people are talking about obesity and nutrition in children. One of the things we’ve been talking about is helping families lead a more balanced and healthy lifestyle.”

 

About King Fish

King Fish develops unique, groundbreaking Private Media campaigns, allowing our clients to deliver fresh, targeted content to their customers through media designed to fit their specific communications needs. Our media solutions range from four-color, advertising-based magazines and newsletters to e-newsletters, collateral, white papers, website development, Webcasts, expanded events and seminar development and much more.  

 

Private Media is a different type of communication, composed of relationship marketing, custom publishing and any number of related facets, not just one of these aspects. Private Media works to generate highly qualified leads and retain our clients’ best customers, with the ultimate goal of creating an affinity-based community for our clients.

 

The King Fish team has developed and launched communications programs for a diverse base of clients, spanning an array of industries. Visit www.kingfishmedia.com to view samples of electronic and print work done for APC, ATG, Bank of America, Cendant, CMP Media, Conn-Selmer, 3COM, Maine Times, New England Cord Blood Bank, PC Connection, SCORE, Shaw’s, SunTrust, Veterans Business Network, Verizon and others.

 

About Shaw’s Supermarkets
Shaw's and Star Markets are wholly owned subsidiaries of Boise, Idaho-based Albertson’s. The company operates more than 300 Shaw’s and Star Market locations throughout the six New England states, serving more than four million customers each week and employing approximately 30,000 associates.

 

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