The idea behind John Lewis Cook Edition is to tap into the growing appetite for food in every form – from social media to TV programmes to books. The sales of cookery books have never been better. In total, £87m was spent on food and drink titles last year. The final episode of the Great British Bake Off concluded with a record Top Gear-defying audience of more than eight million viewers.
Each issue of John Lewis Cook Edition reflects seasonality and features food and drink writers, alongside renowned chefs. Our first issue features an interview with Raymond Blanc, Angela Hartnett’s tips on Christmas roasting and carving and Diana Henry on the art of preserving. But it's not all about big seasonal occasions. John Lewis Cook Edition is focussed on and committed to making the everyday special throughout the year, whatever the event.
We want John Lewis Cook Edition to be collectable, a magazine that consumers keep for future reference. So each issue will feature recipes, step-by-step guides and ‘Word of Mouth’ – a timeline including what to cook, see, buy, book, what’s in season and helpful tips.
Like John Lewis Edition, John Lewis Cook Edition is newsy, fun and informative but still very accessible. Its newspaper format suggests topicality and coolness while giving it standout in store - its 16 pages means it feels both substantial and easy-to-read. The magazine brings to life the idea of John Lewis as the go-to destination for every day cooking requirements and larger entertaining, such as Christmas and Easter.
John Lewis Cook Edition is published quarterly by leading content marketing agency John Brown.