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...