Costcutter launches campaign for Independent own brand

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Costcutter Supermarkets Group has launched a new promotional campaign for its own brand, Independent.

The Tasty in no Time campaign is designed to increase in-store awareness for the three-year-old label and to promote quick and easy food-for-tonight recipe ideas to shoppers.

In-store point of sale, including header boards, shelf stripping, fins, roundels and tear-off recipe cards support the initiative.

Costcutter is using in-store radio advertising to capture shopper’s attention and it will run national press advertising, produce consumer leaflets and use social media to directly engage shoppers.

The symbol group is promoting the campaign to retailers via its ActivHUB retailer portal and through ActivMOBILE push notifications to ensure retailers stock “the right products at the right time”.

Jodene Rogers, head of marketing for Independent, said: “Today’s shoppers are extremely time poor and are always looking for high quality meal solutions.

“The Tasty in no Time campaign will enable our retailers to showcase the quality products within the Independent range and provide shoppers with some great suggestions for fantastic fuss-free meals in minutes.”

The campaign will run throughout the year with themed activity to support key calendar dates.

The label is designed to offer an alternative to branded products “at great value while maintaining amazing quality”.

The range comprises 600 products from weekly basics to treats, including fresh meats and vegetables through to household items and confectionery.

They are benchmarked against the competition to provide “supermarket quality” products at Costcutter, Mace and Simply Fresh outlets.

Readers' comments (8)

  • Does that mean that non symbol Palmer and Harvey customers can no longer avail of this range?

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  • That got me thinking, Retailer. According to Costcutter's website it's their own brand; according to P&H's website it's their own brand. The launch press release published in Convenience Store said it was available to P&H's independent customers as well as members of Costcutter's various fascias. The "own brand" of most U.K. symbol groups is available to non-members through delivered and/or C&C wholesalers. Are Budgens and Londis members now reliant on brands available to any customer of Booker? It seems that Spar retailers are the only symbol members to have a true own brand range.

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  • When it was launched it was all BUYCO driven, but they no longer exist so what next?Mind you CSG stores still have a lot of HERITAGE own label on shelf and in freezers.Not much loyalty in the stores i have been in lately.

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  • I think the Heritage brand in CSG stores must indicate that they have reverted to Nisa distribution without changing their fascias.

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  • A few of the owners i spoke to just said they still bought from both NISA and CSG.Fresh and frozen ,mostly from NISA.Said that CSG aware but not bothered.

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  • "Own label" means what it says.
    If refers to the label, not the product.
    This applies to supermarkets as well as independents.
    The problem today is that even the label is not specific to a symbol brand.
    How many "Londis" products can you find in a Londis shop?

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  • The c-store market needs less of this "each store should have its own brand" - that is what is making the independent sector so uncompetitive and weak - we have nothing close in terms of range or quality of own brand goods to the likes of co-op, tesco or sainsburys and the reason is simple - volume. If there was consolidation on own brands, we would all get cheaper prices and before everyone moans about the label being the same in each and every store - labelling is actually a minuscule part of the own brand product runs. If all the groups got together, decided on a product, and provided the supplier with the volume - it is actually possible to have an "own brand" as good as the multiples. But it will never happen - in fact its going the other way, the multiples are taking over the indi suppliers and showing them how its done!

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  • The best model for own brand in the U.K. independent sector is Spar. If a brand is generally available to non-symbol independents and disloyal members of other symbol groups control of the environment it is sold in is lost and brand equity suffers. The Spar brand is only available in Spar stores which these days are generally of a uniformly high standard. Compare that with Happy Shopper which is now an 'own brand' in Budgens and Londis as well as Premier yet is available to any corner shop. Even when Spar and Landmark were more closely associated than they are now the Spar and Lifestyle own brands were always kept to their own sector.

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