On Paper Remains a Winner

A PAPER MAGAZINE IS STILL DOING THE JOB

After a complete redesign and rebranding in April, recent research* shows that Carrefour is fully on track with Carrefour Food Magazine.

High Brand & Magazine Appeal

Both Carrefour and the Carrefour Food Magazine perform exceptionally well on multiple KPIs. Carrefour is perceived as an attractive brand by more than 9 out of 10 respondents. The brand also has an impressive NPS of 48. Carrefour’s strengths lie in being a trusted brand and a brand with a human touch. The magazine itself receives an score of 8.4.

On Paper Remains a Winner

Nine out of ten consumers currently read the magazine in its printed form, and eight in ten also prefer receiving future editions on paper. Six in ten consumers will keep the magazine after reading, which is significantly above the benchmark. Moreover, 60% of readers go through all the pages of the magazine.

When it comes to the appreciation of various magazine characteristics, the layout outperforms content elements. Respondents are particularly pleased with the quality of the photos and images, the attractive cover, and the readability of the text.

80% of the consumers feel inspired and have new ideas after reading the magazine.

Carrefour Food Magazine Inspires Consumers

Eight in ten consumers feel inspired and have new ideas after reading the magazine. Seven in ten are encouraged to buy the advertised products, and six in ten actually purchase the products.

So, a paper magazine is still doing the job?

Absolutely! Despite the dominance of digital media, paper magazines hold a unique value for readers and brands. They offer a tactile experience that digital can’t quite replicate, creating a lasting impression. Magazines are also often seen as more credible, curated, and visually appealing, which can make their content feel more authoritative and trustworthy. For brands, they provide a way to reach audiences who appreciate this format—often engaging with it more deeply than digital scrolls. Plus, in a digital age, having a physical magazine can stand out as something special and collectible.

*The research was conducted in August by Custo and Human8.

About the Magazine

Carrefour Food Magazine underwent a revamp in April, perfectly timed for the launch of its new brand campaign, “Everything for your haaaaa!” With this new campaign, Carrefour aims to show that they are serious about lightening people’s daily lives. The rebrand of the magazine is a welcome change for its fans. The magazine’s new look is fresh, colorful, and modern, with a focus on showcasing simple and easy recipes.

With its updated design, the magazine is set to attract a new generation of readers who are looking for solutions to relieve daily life pressures. At the core of the rebrand is a commitment to quality content and beautiful photography, with an emphasis on delivering articles that are informative, engaging, and visually appealing. Whether you’re a seasoned cook or just starting out in the kitchen, the magazine will inspire you to try new recipes and products. This new and improved print magazine, which reaches nearly 350,000 readers, has been reimagined by Karen Vandenbossche (Creative Director) and Liesbeth van Wassenhoven (Design Director) from BeContent Agency, along with the content team from Propaganda Group (Lilia Guetat, Editorial Manager).