Independently owned home delivery business, Aussie Farmers Direct, is launching a custom magazine ahead of its first television marketing campaign in January.
The free quarterly custom title, which will have an initial print run of 140,000 copies aims to compete against established food and lifestyle magazines such as Woolworth’s Good Taste and Delicious.
Aussie Farmers Direct Magazine, which was produced in-house, will feature interviews with people including Stephanie Alexander, as well as food tips, recipes and interviews with local food producers. The title has secured advertising from brands such as Bulla and Insurance Australia Group (IAG).
The custom magazine is part of a bid to raise Aussie Farmers Direct’s profile, the company has also signed on as the official food sponsor for Network Ten’s ‘Good Chef, Bad Chef’ due to air in January 2011.
Aussie Farmers Direct is also set to launch its first television advertising in January and has recently appointed a social media strategist and external public relations agency as part of the marketing drive.
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