Super C: Zéro Compromis

This case study details how Super C, a discount supermarket chain, used a new brand purpose based around Zero Compromise to appeal to Quebec consumers.

Super C: Zéro Compromis

Agency: Publicis Montreal

Case overview

In a context where all the discount chains were engaged in a price war and the brand was suffering from weak brand perception, Super C created a break in the brand strategy based on a very real consumer insight: discount chain customers do not necessarily have low incomes, but are smart shoppers looking for the best value for their money.

We came up with a new brand purpose: Zero Compromise. "When it comes to food, no one should have to compromise on quality and price."

The Zero Compromise promise allowed...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands