Costcutter - Brand Development

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Challenge

The challenge was to develop a greater sense of purpose and consistency across a network of over 2000 independently-owned stores to ensure an ever-improving customer experience across the full Costcuttter estate.

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Insight

Following an intensive research and engagement programme, we discovered that going to your local convenience store is no longer seen as just a distressed purchase, but a liberating one – an easy, friendly and flexible option, allowing you to live life your way, and to act on impulse. It’s about the spontaneous every day, which translated into the new strapline “Shop the way you live”.

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Execution

We evolved the brand visual and verbal identity based on the new, energising big idea. We developed hyper-local retailer profiles to help individual stores meet the specific needs of their catchment.

We launched the brand at Costcutter’s annual EXPO with a variety of assets including a brand film and a series
of shopper vox pops.

*Creative execution by Front (advertising), Household (in-store), Enjoy Digital (digital) and Orchard (video).

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Results

The new brand was very well received by retailers at Costcutter’s annual EXPO, with a significant increase in store owners enquiring about a full or part refurbishment based on the new brand principles. The first newly and fully refurbished store has just opened in Darfield, with more to follow. Hits to the Costcutter retailer portal are up double figures, and the brand continues to positively impact on the corporate strategy and culture.

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