CitySuper tasks Splash for specialty magazine

Greg Crandall, regional director and executive creative director at Splash, said: "The key reason (to launch the magazine) is to use it for building relationships. CitySuper is taking something that is a grocery store and building a relationship through brand personality. It's about taking the experience beyond the four walls of the store. (Utility company) Towngas, for example, has done it particularly well, building a lifestyle around the simple product of gas." The magazine centres on groceries and lifestyle products to give customers an insight into CitySuper's product range. "The content provides value and an insight into what goes into CitySuper products, such as where the rice comes from," said Crandall. The Christmas issue will have a circulation of 40,000 and will span 72 pages. Advertisers in the issue include Nokia, Hong Kong Arts Festival, Virgin Atlantic and Bailey's. The ad rate for a full page ad on the back cover is HK$25,000 (US$3,200), while the inside front cover is $20,000. The title, which targets urban couples aged between 20 to 40, will be distributed free at City Super outlets and Log-On store.