Campaign: An engaging magazine
To transform the format, content and design of Warburtons’ internal employee magazine W to improve staff engagement.
Produce one magazine every quarter, with original new content.
Increase in employee engagement
Copies produced each quarter
CIPR award winner
Depots contacted for content
We wanted to make Warburtons employees feel proud to work for the business and engage those who hadn't historically read the magazine.
We worked closely with the Warburtons marketing team to identify target audiences and research relevant content that would engage them. A flat plan of content was produced to act as a blueprint for future issues.
Content was radically changed to include more lifestyle features, business news, success stories from around Warburtons’ 26 depots and bakeries, features on employees, and competitions.
Each quarter we write, design and produce a 20-page A4 magazine for the business, sourcing the content and photography from as many members of staff as possible from around the company.
Our creative team project manages all the printing and distribution requirements to ensure it’s delivered to the homes of all 5,600 employees.
Focus groups were carried out after the first issue of W Magazine landed on doorsteps - positive feedback was received from employees and the Warburtons management board.
Employee engagement with the first W Magazine increased by 75% compared with older issues.
Focus groups and one-to-one feedback sessions are held after the publication of each issue to ensure that the magazine continues to inspire pride among the workforce.
Corporate and Internal Communications Manager, Warburtons