Somerfield looking to revive slowing' market

The Grocer

19 September 1998

Somerfield is placing value for money at the heart of a major new campaign. It comes as Sainbury prepares to launch a drive to dispel the perception among consumers that its stores are too pricey (see below). Both initiatives are certain to fuel concern among City analysts about the extent to which the big chains are having to focus on pricing and value for money to maintain sales in what has become a sluggish market. The Somerfield campaign will combine stronger offers with more advertising and is, in part, a reaction to what Somerfield group marketing director Phil Smith describes as a "a slowing grocery market, though not recessionary". A key part of Somerfield's initiative is a new TV ad campaign for its Kwik Save business unit starring Michael Barrymore. To be shown in Kwik Save's heartland, the humorous ads feature the slogan "It's because we're cheap, you're cheerful." But Kwik Save is also launching a series of what Smith calls short, sharp promotional "Red Alert" offers in Scotland, supported by TV advertising. The price of a key branded item will be slashed for one day as part of the Red Alert scheme. The first offer saw the price of Campbell's Scotch Broth cut from 34p to 4p. Five more Red Alert days are planned. If the idea proves to be a hit, Kwik Save will introduce it to stores south of the border. At Somerfield itself, the Basics range is to be doubled in size. And Price Check is being relaunched again with TV support. Somerfield brand products are also being phased into Kwik Save stores to replace the 350 Kwik Save own brand products launched in the past 18 months. In addition, Somerfield pre-pack produce is being introduced into 260 smaller Kwik Saves, offering better quality and consistency at a discounted price. {{NEWS }}