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.