Creating an 'Own Brand' campaign with real customer appeal
Own brands are key to a successful supermarket. They encourage customer loyalty by developing recognition of, and love for, a supermarket's own products over national brands. Getting the campaign for Southeastern Grocers’ Own Brand was therefore a project we could really sink our expertise, imagination & strategic thinking in to!
We let the packaging do the talking, by using gorgeous food imagery that almost burst out of it! This created the feeling that the product was literally bursting with flavour, inspiring the customer to take it home.
As part of our approach, we also developed a deliciously simple campaign “Better is here” with the call-to-action and subline “Why pay more?” to anchor it in value for money. This immediately encouraged the customer to think about choosing a quality Own Brand product, over the alternatives.
We loved creating a campaign that inspires, encourages customer loyalty and trust, and one that stands out from the crowd too... and as a result of such a successful project, we've gone on to design Southeastern Grocers’ 'Naturally Better' campaign.