A&P was going through a period of leadership changes and the pivots on how best to present the legacy brand to consumers was being felt in the competitive supermarket space. Consumers notoriously cherry pick each week from the circular for the best values on staple items, but long term loyalty is forged through store experiences and brand messaging. We proposed doing a food & lifestyle magazine to connect with consumers on a more personal level and to give all of the departments a voice and channel to express themselves not only within the construct of the brand, but with their own specific concerns. The feedback was tremendous and engagement with the products highlighted tracked positive with each issue.