Goals and objectives
Australian powerhouse retailer Chemist Warehouse (CWH) needed to elevate its New Zealand (NZL) profile beyond product and price to build trust, credibility and brand preference. To achieve this, the decision was made by CHW to launch its successful ‘The House of Wellness’ (THOW) custom publication into NZL.
In Australia, the strategy of focusing on the health and wellbeing of consumers through a dedicated monthly publication that:
- educates consumers on the latest health and wellness information
- provides a contextually relevant environment to inspire the purchase of suppliers’ brands and products while also
offers a platform for product and ambassador integration - had proven itself to be extremely effective in Australia.
However, a simple drag and drop approach wouldn’t work in NZL.
Kiwis and Australians have what can best be described as an extremely “competitive” relationship, so we had a massive job to do to localise the publication and ensure a uniquely Kiwi lens was applied to the entire publication.
The monthly magazine had to bring to life health and wellness content and empower Kiwis to look and feel well every single day. It also needed to be always on and amplified at scale with distribution across Stuff’s newspapers that best aligned with CWH’s store footprint.
The House of Wellness magazine includes articles, expert advice, delicious recipes and products that have been hand-picked to support wellbeing for New Zealanders.
There’s also a dedicated The House of Wellness lifestyle hub on New Zealand’s leading digital news site Stuff.co.nz (www.stuff.co.nz/thehouseofwellness).