Campaigns: Retail - Netto overcomes 'discount' image

Campaign: Netto - Tackling the stigma
Client: Netto
PR team: Public PR
Timescale: August 2007 to August 2008
Budget: Undisclosed, but estimated at around £50,000

The discount supermarket Netto's days of unexciting stores stocked with unfamiliar European products are gone, so the company asked its PR agency, Public, to re-educate consumers who believed they would be judged negatively for shopping at Netto.

Objectives

- To get journalists to refer to Netto as a 'supermarket' rather than a discounter

- To highlight the quality of products

- To boost sales

STRATEGY AND PLAN

Public targeted women's consumer magazines, national newspapers and trade titles, sending out new products every week. New store openings were supported by regional PR, with special events used to bring in local shoppers.

MEASUREMENT AND EVALUATION

Netto has been on BBC News, ITN News, Working Lunch and GMTV.

It has also been covered in the national and consumer press and has come top of The Sun's 'Captain Crunch' basket league almost every week since Public persuaded 'Crunch' editor Tim Spanton to include budget supermarkets.

RESULTS

Between August 2007 and August 2008, Nielsen figures put the chain's growth at 6.6 per cent. In the same period Netto's household penetration was also up by 12 per cent.

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