Your Kitchen is a quarterly lifestyle-genre consumer marketing magazine conceptualised, designed, written and published by the fabl on behalf of Wren Kitchens. Freely available in all of Wren Kitchens’ 106 showrooms, the publication features real-life ‘Wrenovations’ of customers’ kitchen makeovers combined with an uplifting mix of feature articles, seasonal recipes, ‘Ask the Expert’ section and a Wren-designed Celebrity Kitchen in each issue.
Wren Kitchens’ consumer brochure the Big Book was an enormous success from the start. It was designed to appeal directly to consumers at or near the decision-making stage of their kitchen purchase journey and to differentiate the Wren Kitchens product and service offering from that of its competitors. Our challenge was to entice consumers still at the undecided, browsing stage of the journey and begin to build their trust in and loyalty towards Wren Kitchens. The objective was to bridge the gap between showroom POS messaging and the sales purpose of the Big Book consumer brochure.
Our strategy from the outset was to develop a more informal marketing communications approach that would be accessible and appealing to consumers – with no conspicuous sales messaging. With our magazine publishing expertise, we already knew the intrinsic value this format can add to a brand via its readers. So we developed an inspirational, informative and editorial-led lifestyle-genre magazine to be handed out in Wren Kitchens showrooms for consumers to take home and read at their leisure. This format has been so well-received by consumers and Wren Kitchens alike that we are currently in our fourth year of publication.