The thick stack of SuperMAGs in our office reflects our long history with Buurtsuper.be, the UNIZO branch for supermarkets and specialty shops. In the summer of 2024, a new edition hit the shelves: AllesMAG, an exclusive A5 holiday read for Buurtsuper members. We were on cloud nine when we got this fun assignment.
SuperMAG publishes five issues a year for a readership of independent supermarket and specialty shop owners. But how do you keep readers on their toes with rereleased themes and visuals? The first thing that came to mind was a summery holiday read, complete with games, puzzles, and a thrilling short story about – you guessed it – supermarket adventures. Go big or go home, right?
ZINNIG pitched the idea of a pocket-sized summer read during an editorial meeting with the teams from Buurtsuper and Kapitan, SuperMAG’s regular designer. What if we created a holiday pocket edition with the best stories and photos from previous issues? Plus games, fill-in-the-blank activities, and fun summer stories. Plenty of ideas to work with! There was just one condition: given the tight deadline, ZINNIG had to take on the entire coordination and editing process. Challenge accepted!
‘They pitched the idea in mid-April. What I saw as a project for next year, ZINNIG took as a challenge to get it all printed before summer. And they did! Their enthusiasm certainly played a role.’
Nele Schoofs, SuperMAG coordinator
Nele presented the idea to her team and just like that, got the ball rolling! Kapitan got to work on the layout, while ZINNIG crafted puzzles and crosswords and spun out a short story. We also came up with summery articles, compiled the best detox tips, put together a Buurtsuper playlist, and thought of a name for the first pocket edition. AllesMag was greenlighted and Luc Ardies wrote the foreword, just like in the classic SuperMAG editions.
‘I was on the train when I read the first version of the short story about supermarkets, and it honestly gave me goosebumps. That’s when I knew I could trust ZINNIG with all the writing and editing work, without having to worry about quality or deadlines.’
Nele Schoofs, SuperMAG
The holiday edition was warmly received by the board and the internal team at Buurtsuper.be, with several members saying it was the perfect summer read.
‘Absolutely,’ says Nele. ‘Someone who can deliver this level of quality while taking on all the work is definitely worth recommending. The dedicated team of copywriters turned ideas into action. B2B is not an easy target group, but SuperMAG and AllesMAG are textbook examples of understanding your audience. Who knows, we might do it again next year.’
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