Costcutter Supermarkets Group is the UK’s 2nd largest symbol group with more than 2,300 stores. It represents the Costcutter, Mace, Kwiksave, Super Shop and Simply Fresh fascias. Competition in convenience retail is fierce and many of the remaining unaffiliated independent stores are looking to switch to benefit from greater buying power, marketing support and a strong retail fascia.
To drive new memberships for Costcutter Supermarkets Group, Brass devised an impactful membership recruitment campaign advising them how they could be better off in 2016. We wanted to cut out the ‘hard sell’ and adopted a friendly, informative tone of voice that demonstrated the significant value of joining Costcutter.
Our campaign brought to life the many reasons why Costcutter is such a compelling proposition. Neatly summarised as ‘16 reasons to talk’. The hub for the activity was www.16reasons.co.uk an informative, fully responsive site that encouraged store managers to explore and then register for further information and a market appraisal.
Direct mail, trade advertising and digital media promoted the campaign. Media was carefully targeted and messaging optimised based on the audience to maximise response. All communications carried a strong call to action and the campaign was complemented by stylish and engaging new sales collateral.
Due to very strong results of phase one, the campaign has now commenced into phase two as the Costcutter Supermarkets Group story continues…