Ackermans - Making the affordable desirable

Quinton Miller

This paper deals with the change in the communication strategy of South African retailer, Ackermans, during 2001 and the contribution made by the new advertising campaign to its remarkable performance in the following 2 years.
Agency: Berry Bush BBDO (South Africa)Author: Quinton Miller

Ackermans

“Making the Affordable, Desirable”

How a change in advertising strategy resulted in a significant increase in the performance of Ackermans, South Africa.

Submitted by: Berry Bush BBDO, Cape Town

On behalf of: Ackermans

Date: May 2004

INTRODUCTION

Ackermans is positioned as a family store targeting the mass middle market with a price and value driven range of clothing, footwear and home textiles.

This paper deals with the change in the communication strategy of Ackermans during 2001 and the contribution which the new advertising campaign made to the remarkable...

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