Warburtons

Campaign: An engaging magazine

The Brief

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.

75%

Increase in employee engagement

5,600

Copies produced each quarter

CIPR award winner

26

Depots contacted for content

Warburtons muppets advert

"We wanted to make Warburtons employees feel proud to work for the business"

Activity

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.

Warburtons muppet employee magazine

"From initial planning to the magazine landing on doorsteps, we work to a tight eight-week deadline"

Success

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.

Warburtons internal communications magazine covers designed by RMS/>
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"RMS demonstrate a thorough understanding of our communications objectives and always present excellent ideas and creative work.

"They have a 'can-do' attitude and are clearly passionate about making a real difference to our business"

Tearmh Taylor
Corporate and Internal Communications Manager, Warburtons