Supermarket chain Somerfield has handed The Wright Partnership a
six-figure PR account to launch a 24-hour, seven days a week, home
The agency was appointed, after a three-way pitch, to develop a launch
event and a series of regional community projects for when the service,
named 24-7, becomes available nationally later this year.
The initial launch is scheduled for late-September and will see the
company focus on delivering grocery shopping to the doorstep within the
M25 catchment area.
Somerfield is expected to expand this initiative into a further range of
home services such as dry cleaning, shoe repairs, ticket booking and
possibly financial services, depending on customer demand.
The Wright Partnership will also be responsible for general media
coverage of 24-7 and design support for the promotional campaigns.
The service is being launched to consolidate and increase Somerfield’s
market position against rivals Iceland, Tesco and Sainsbury, which
already operate home shopping services.
Market research company Taylor Nelson Sofres says that because home
shopping services are still very small, it is difficult to establish who
is the current leader.
Somerfield launched a Bristol-based service last year and acquired south
London home shopping service Flanagans, which will be amalgamated into
24-7, in March. The acquisition gave the company instant access to