How do you make your brand leap off the page? Give consumers more than just a product pitch.

Even the best recipes sometimes need a little tinkering. Over the past three years, Hannaford supermarkets, a grocery retailer with 158 stores in New York and New England, has developed Hannaford fresh magazine, a quarterly custom publication that initially consisted almost entirely of recipes. But Hannaford realized that it could develop a stronger connection with its customers by sharing more about its passion: the company’s motto is “For the love of food.”

For help with the magazine’s retooling, Hannaford turned to The Pohly Company, a custom publisher in Boston. Pohly was a good fit for the relaunch of Hannaford fresh in part because of its experience publishing other retail food magazines. “The Pohly Company offered Hannaford a chance to mail out unique content, drawing on the company’s network of cookbook authors and food experts,” says Dawn Silvia, Pohly director of communications.

In turn, The Pohly Company leverages the Hannaford marketing department’s knowledge of what customers are interested in as well as current food trends to develop editorial that meets customers’ needs. In addition, the two teams coordinate editorial coverage to support product launches.

“Good customer communications means not only creating meaningful experiences to enhance customers’ lives, but also creating two-way dialogue that will ultimately help the company grow.”

“In Hannaford fresh, we use credible journalism and great photography to create an emotional connection that engages each customer, while providing information that customers want and need.”

Beyond merely printing recipes, the magazine is now about fostering the customer’s passion for food and building loyalty. “The magazine works to inspire customers to try new foods and it supports their choice to shop at Hannaford,” says Pohly.

The first issue of the newly designed 48-page magazine was packed with a range of information — from buying and storing seafood to choosing wines for the summer to ideas for eating well when you’re short on time and on a budget.

The magazine also puts Hannaford associates in the spotlight, strengthening the personal connection with customers. In the premiere issue of the refreshed Hannaford fresh, seafood category manager Terry Harriman educates readers about seafood — a summertime favorite.

The magazine still contains plenty of recipes to keep customers inspired and trying new foods. Features in the first relaunch issue helped customers plan for summer meals with information and recipes on grilling, planning for a picnic and making the most of summer fruit.

“Hannaford customers are curious about trying new foods and learning about fresh ways of working with familiar foods,” says Silvia. “Hannaford fresh helps them get more comfortable with cooking and using new ingredients in a practical way. By providing content that they can’t get elsewhere, it becomes a valuable resource that reinforces their enthusiasm for food.”