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Fresh Markets Australia is the national organisation representing the fruit and vegetable wholesalers located in each of Australia’s six central markets. To champion Australian farmers and drive demand for locally grown fruits and vegetables, Fresh Markets Australia started ‘A better choice!’, the first national magazine designed to educate shoppers about the quality, service and freshness of Australian produce.
Fresh Markets Australia came to us to create a fresh and engaging autumn/winter issue for ‘A better choice!’ that would connect with Australian families to promote the sale of locally sourced fruits and vege. From conceptual development to execution we initiated a complete creative overhaul to create a more consistent tone and updated design format, tackling points of weakness from their previous issues. Think Creative Agency produced an 84-page magazine packed with a vibrant mix of seasonal recipes and community spotlights. We executed a full editorial and creative production process, successfully refreshing the magazine in only 10 weeks. With a strong narrative thread in the issue our expert team of copywriters curated stories that balanced inspiration with practical and delicious recipes to accompany each article.
The project began with conceptual development and editorial planning. We developed a content structure that balanced lifestyle, food, and community themes. Our content and copywriting team created an outline designed to enhance and spotlight the editorial tone and signature themes of ‘A better choice!’. From there our team sourced, wrote, and edited a wide range of articles – incorporating insights from local growers, chefs, and community voices to tailor the content to each state.
Once the content was approved, our talented design team delivered a bold, vibrant layout, each page created to optimise visual flow and reader engagement. After short rounds of feedback, the completed magazine was sent to print and distributed to local fruit and vege markets nationwide.
The team at Think Creative Agency has successfully launched the completed issue, building it from the ground up to highlight local community growers and encourage the switch to Aussie produce on behalf of our client: Fresh Markets Australia. View the completed issue at https://www.abetterchoice.com.au/articles/
