Food: Grocers, supermarkets

 

This 2006 campaign for Tesco aimed to encourage use of the Green Clubcard, and thus lead to a large reduction in the use of plastic carrier bags and boost to Tesco's 'green' reputation. Newspaper adve ...

This paper describes how Waitrose built on previous marketing success by distinctively defining quality through an emphasis of ethics. This strategy helped to see off the competitive ‘grocery giants’ ...

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, o ...

In April 2004, consecutive sales declines and continual negative PR had led to a total loss of confidence in the M&S brand. Two years later City expectations were smashed by Q4 sales growth of 9.1% ag ...

In an effort to tackle the problems of a decline in market share and childhood obesity in a single scheme, Sainsbury's offered vouchers for schools for every £10 spent, together with an extra voucher ...

This paper is a brief case study of Le Mois Magique, a key annual celebration and sales event with promotions and a game of the same name. To attract the public's attention, the aim was to adopt a cre ...

This brief case study discusses the “One Cart per minute” live hypermarket game, that every minute gave customers the chance to buy whatever they wanted and take it away for free. Winners were then br ...

This brief paper details a promotion where, for six weeks, customers at Irish Mace stores received a scratch card whenever they bought a Pepsi drink. By texting the unique number on the card to a give ...

This case study shows how UK supermarket chain Co-Op used traditional TV advertising to transform its brand fortunes. It also challenges the theory that promotion-led campaigns are more effective in g ...

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental re ...

This silver-winning paper shows how, since 2000, TV advertising has helped turnaround Sainsbury’s business fortunes, by delivering £1.12 billion in incremental revenue and a ROI of £27.25 for every a ...

This silver-winning case documents how Waitrose strengthened its position as the UK’s preeminent food retailer despite tough competition from larger spending rivals. Increasing advertising budgets pla ...

In 2001 Tesco had 21% of the grocery retail market, a 5% lead on Sainsbury’s. A key contributing factor was that as the market had focused on value, Sainsbury’s had been left behind both in perception ...

Describes Tesco's advertising from 1990 to 1999, a period when Tesco's turnover increased from £8 bn to £17.4 bn and its share rose from 9.1% to 15.4%, overtaking Sainsbury to become market leader in ...

In recent years, all major supermarkets have sought to use their advertising to promote the quality of their offering, with value and prices as a secondary underpinning to this strategy. At the beginn ...

The first Tesco Metro was launched in June 1995. This new store concept brought the Tesco values of quality, convenience and value back to the High Street. After thorough testing of the initial wave o ...

O&M was invited to pitch for Ryvita late in 1995. An exceptionally tight timescale, meagre research information, a budget that could best be described as modest, a new product variant (Multi-Grain) ne ...

1995-6 campaign for Pizza Hut. After a good performance in the early 1990s, the brand fell sharply in 1994; worn-out promotional strategy could not arrest the decline. Priority: to stop decline in rev ...

1994-6 campaign for Safeway. The retailer had been consistently out-advertised by the competition, and research showed it to have a weak image: not popular with (or used by) budget-conscious families, ...

The development of the 'Harry' campaign for Safeway was the result of insights about customers at both a quantitative and qualitative level. As such, the planning process used continuous and ad hoc re ...

As the first Costco discount club opened recently, expectations varied. Would it be the flail of the multiples? What categories and prices? What brands? A small qualitative study of early prospect cus ...

Explains Tom Reddy Advertising's 1988 campaign for Iceland frozen foods ('Mum's Gone to Iceland' by campaign, performance, and evaluation. As a small retailer, Iceland only had the budget to employ on ...

Late 1983 - early 1984 campaign for Fine Fare, to convince shoppers of the store's price competitiveness and so stimulate store traffic and sales. TV, local press in the North East, radio and leaflet ...

Late 1982 relaunch of `Red Dot' advertising and marketing campaign for Presto (part of Argyll Stores), which branded low prices. Qualitative research showed high degree of scepticism among housewives ...

How advertising contributed to the launch of a new superstore for Fine Fare, 1980. Business background to the launch, and pre-launch research in the area, are described. Advertising campaign needed to ...

In May 1977, Tesco decided to discontinue Green Shield Stamps and develop a new image for the store. Research (described) led to development of the new strategy. The `end of stamps' announcement appea ...