The company, whose range includes US and Mexican fare, has hired Diametric to handle the strategy behind its Cookery Club loyalty scheme, which has been running for the past nine years.
The club has about 30,000 members, who are sent a six-page newsletter twice a year. The mailing includes articles on products and recipes, as well as promotional deals.
Diametric has been briefed to revitalise the scheme and produce a glossier consumer-style customer magazine. It is working with Discovery's marketing and PR agency, HPS Communications, to produce the title.
The first issue will go out in June. As well as providing more content, it will include recipe cards for customers. Its launch will coincide with the company's biggest on-pack promotion.
Discovery's above-the-line agency is Hooper Galton, which it appointed in April 2002. Last year, the agency produced a press campaign for its 'two-step' fajitas. The ads were based on the idea that Discovery's products are healthier than those of its competitors.
The work saw Discovery try to steal the market lead from Old El Paso. The ads aimed to deter consumers from buying rival products with lines such as "Apparently there's a chemical that tastes just like lime -- call us old-fashioned, but we think lime tastes just like lime".
The company moved further into chilled foods last year, with the launch of a range called Ready-to-Cook.
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