Everyday Easy magazine

Launched in Summer 2011, free customer magazine Everyday Easy was created by strategic content agency Seven. Everyday Easy was Sainsbury's biggest free instore publication to date, with an initial circulation of 1 million.

The magazine included product launches, features, vouchers and recipes, supporting Sainsbury's across the entire business, including food, non-food, and on-line services. There was an emphasis on affordability, with low-cost, budget recipes. The editorial of the first edition outlines the ethos of the magazine: to provide 'helpful ways to make your life easier- all without compromising on the quality we know you demand [...] Clever ways to make your grocery shopping stretch further, time-saving tips, new products and fashion on a shoestring.'

The recipes often include a 'price per person', as well as a 'traffic light' nutrition wheel. Prices were based on Sainsbury's own brand products unless otherwise specified.

Editors:
Helen Renshaw, 2012

Series incomplete.