Magazine article Marketing

Adwatch 04.11.09: Somerfield

Magazine article Marketing

Adwatch 04.11.09: Somerfield

Article excerpt

The supermarket's price push, while clear, nevertheless fails to convey any brand values.

I am a strategist by birth, and have had several years of intense training - I worked under the great Leslie Butterfield on the Sainsbury's business, as well as spending five fine years at Lowe working with Tesco. As a result, I know a little bit about the role that strategy and creative can and can't play in a retail business.

In some cases, it's fair to say that strategic thinking can add significant value. I saw this while working on the launch of Cherokee clothing, managing Tesco's transition to fresh brand advertising after eight years of Dotty, as played by Prunella Scales, and developing a proposition for the launch of the supermarket's mobile phone offering.

Sometimes, however, when it comes to trade-driving offers such as a half-price chicken, it could be argued that strategy has little value to add. It is a half-price chicken, after all. That is what people need to hear. It is no surprise then when the proposition on the brief becomes: 'It's a half-price chicken'.

So it is within this context that I review the latest Somerfield fare This is a 10-second execution where Velvet toilet tissue is the latest 'fresh offer', and is shown being scanned for pounds 5 this week.

I have a few quick observations. First - although I know this is what we might call 'advertising conceit' - is it just me, or is the scanner at Somerfield remarkably slow? …

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