Morrisons has become the first supermarket to launch its magazine as an iPad app. It will be available to download for free from Saturday March 11th from the Apple App store and Apple's magazine on-line store, Newsstand.
The launch of the app coincides with the in-store magazine’s redesign. Morrisons has brought in big-name food photographers such as Nato Welton (Red, Good Housekeeping), and well-known writers and stylists for the magazine which will feature lifestyle and travel articles for the first time.
The content will include 18 seasonal recipes - including three step-by-step videos from M-Kitchen chefs and top tips from kid's cooking expert, Fiona Faulkner.
Richard Lancaster, Corporate Marketing and Operations Director, Morrisons, said: "The magazine has been a tremendous success for Morrisons over the years and our new magazine looks stunning.
“The new iPad version allows us to reach new customers. We think the iPad magazine clearly demonstrates our passion for British Food combined with a clear understanding of what our customers want.”
Recipes are presented in the form of interactive cards showcasing products and method so readers can cook along in real time. Other features of the recipe cards include the facility to create a shopping list and wine matches are listed where relevant.
The "Cook Mode" enables users to cook along at their own pace. An interactive timer and alarm tool allows readers to cook with precision.
Exclusive iPad content will be included each issue and the launch edition features an interview with Italian chef Aldo Zilli. Further content will also include lifestyle features, food related news, and six competitions worth approximately £10,000 in total.
The Morrisons Magazine will also have a new Twitter account - @MorrisonsMag - that will enable readers to interact with the magazine team and get in touch at the click of a button.
The App was created for Morrisons by Result Customer Communications (who also produce the print version of the Morrisons Magazine) and features 38 pages.
Dawn Alford, Editorial Director for the magazine and iPad said: "We spent a long time talking to customers about what they want from an iPad magazine.
“We're delighted with the results. The iPad display really brings to life our stunning photography and recipes and brilliantly highlights the fresh and seasonal ingredients.
"Advertisers have been incredibly keen to get on board and are excited by the new format. Many have included video and social media links into their ads, making them truly engaging multi-channel adverts.”
Published 08/03/2012