Nisa-Today’s is getting back to basics with a robust value- driven campaign beginning in the New Year. The group, which has also unveiled a new brand image and store design, plans to introduce a ‘Feed A Family of Four for £4’ promotion in January.

The promotion will be supported by extensive pos material, including recipe cards and consumer advice. Nisa-Today’s managing director of central distribution trading and logistics John Sharpe told C-Store that pushing the value message would be key in 2009. “Shoppers will be looking to save money and make up for their Christmas excesses and we plan to help them do so,” he said. Nisa-Today’s will also be supplying its members with “inflation-busting” promotional leaflets in January, February and March to draw attention to its value offer.

“We have an extensive product portfolio and sometimes the value items aren’t easy to see among all the others,” explained Sharpe. “These leaflets will make it easy for retailers to spot at a glance.” He also vowed that the company would not be implementing any fuel surcharges for members. “It’s all part of our plan to support our members as best as we can in this time of economic uncertainty,” he said.

Sharpe also confirmed that its supply chain review was progressing well. “We are expecting the tendering process to finish in January so that we can make recommendations to the board in March,” he said.