Founded in 1986, Costcutter Supermarkets Group is predominantly a franchise business with over 2,500 convenience stores throughout the UK and Republic of Ireland. Having a range of brands – including Costcutter, Mace and kwiksave – means they can offer a suitable opportunity according to location, customer profile, size of store and retailers’ own business goals.
We were appointed to handle the company’s media strategy and implementation following a four-way pitch which was launched to coincide with a new operations and marketing model. With a focus on local support, including tailored marketing and charity initiatives, the company aims to provide a trusted, easily accessible network of opportunities for each independent retailer. Part of our task is to communicate these benefits.
Despite the brief initially seeming like a pitch to be won on price, which the big network agencies tend to dominate, we took a different approach. We identified key limitations of the existing strategy:
1. The three main stakeholders – business, suppliers and customers – were not being satisfied in equal measure
2. Marketing was dictated by the buying team
3. Supplier funding was too critical to implementation and messaging
Working on a 17-period a year system, the new media plan has been designed to complement the extensive marketing activity being undertaken internally. We created a strategy that put marketing back at the heart of the business and created greater control at the point of implementation.
“Our new vision and model marks a significant step change for us, and we were keen to work with a new media agency who would provide a fresh, strategic media plan with a difference. Boutique stood out as they displayed real creativity combined with an understanding of what we’re trying to achieve. Their industry experience offered the best of both worlds – an ability to support us on a full-scale, national level whilst supporting our ‘proud to be local’ ethos.”
– Jenny Wilson, Costcutter Supermarkets Group