Which? appoints Citizen for supermarket pricing campaign

Citizen has been appointed by consumer champion Which? to launch a campaign for clearer supermarket pricing.

Which?: to launch a campaign for clearer supermarket pricing
Which?: to launch a campaign for clearer supermarket pricing

The agency will start work on a campaign to raise awareness of the issues surrounding supermarket unit pricing, following a competitive pitch.

The media relations campaign will target consumers, retailers and the Government, to raise awareness of ‘confusing’ in-store pricing, such as using different units of weight for different food items.

Which? head of advocacy Louise Hanson said: ‘Inconsistent unit pricing in UK supermarkets is a real issue for consumers. We are campaigning for consistent, visible and user-friendly unit pricing that takes away the confusion and makes it easier for people to compare prices and work out which product offers the best value for money.

‘We liked Citizen's campaigning experience and approach, which combines rational insight into the way audiences behave with emotional, engaging stories and hooks to create action.’

Citizen MD Mandy Sharp said: ‘The key to this campaign is to generate people-powered conversations which then provoke action. We can't wait to get to work.’

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