BTTF begins Kwik Save makeover

Kwik Save is consulting integrated marcoms agency The Think Tank, as its new owner endeavours to revitalise the brand and position it as an alternative to the major supermarkets.

Around £200,000 is being allocated to PR as part of a marketing brief worth £4m-£5m. The Kwik Save brand and its 184 stores were acquired in February by Back To The Future (BTTF).

BTTF, headed by Peacocks clothing chain chief executive Richard Kirk, bought the loss-making stores from Somerfield for an undisclosed sum. The chain had used Band & Brown Communications, which continues as Somerfield's agency.

BTTF planted ex-Formica European MD Paul Niklas as CEO of Kwik-Save. He has defended the business, which generates around £500m annually but is losing £40m a year. Reports have suggested some of Kwik Save's 3,000 staff could lose their jobs.

The Think Tank said it would use regional campaigns to engage small local communities where most Kwik Save outlets are found.

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