Magazine article Marketing

Somerfield Fine Fresh Foods to Locus on Brand in Strategy Shift

Magazine article Marketing

Somerfield Fine Fresh Foods to Locus on Brand in Strategy Shift

Article excerpt

Somerfield is to drop brand spokeswoman Annie as part of a change in marketing strategy that will see the introduction of a single brand identity for the first time.

The company's creative agency, McCann-Erickson, is working on a national consumer TV campaign that will move away from Somerfield's traditional focus on price-led offers such as Megadeals to emphasise the quality of product available in-store.

A new strapline, 'Good food made easy', will underline Somerfield's claim to be the genuine community supermarket chain by highlighting its stores' proximity to the places people live and work.

The campaign will be accompanied by the full-scale introduction of an updated brand identity, which will be implemented across all the supermarket's fascias, marketing and stationery. Until now Somerfield has not had consistent brand look across all parts of its business.

The group is also planning a return to TV advertising for its discount brand Kwik Save with a campaign that will spoof US soaps like Dallas and Dynasty. …

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