Convenience retail store owner, Costcutter Supermarkets Group, has appointed Leeds-based integrated media agency, Boutique, to handle its media strategy and implementation following a four-way pitch.
The decision to recruit a new media agency comes as Costcutter Supermarkets Group embarks on a brand new operations and marketing model – a change which will present positive opportunities and growth potential for its retailers.
Working on a 17-period a year system, the new media plan has been designed to complement the extensive marketing activity being undertaken internally.
Costcutter Supermarkets Group marketing director Jenny Wilson said: “Our new vision and model marks a significant step change for us, and we were keen to work with a new media agency who would provide a fresh, strategic media plan with a difference. Boutique stood out as they displayed real creativity combined with an understanding of what we’re trying to achieve.
“Their industry experience offered the best of both worlds – an ability to support us on a full-scale, national level whilst supporting our ‘proud to be local’ ethos. I would also like to thank Alchemy Media for their support over the last four years and for the value and insight they brought to our business.”
Director of Boutique, Simon Bollon, said: “This is a brilliant win for us; a client that saw the value in our ‘think and do better’ proposition. Our approach is around matching products with audience and utilising the most pertinent media in a new and creative manner.
“We will be also be playing a fundamental role in the gradual integration with digital. The cultural fit between the businesses was evident from the outset, and we’re confident we will be integral to an exciting growth period for Costcutter Supermarkets Group.”
Having created a new operating model in 2014, the convenience brand has redefined its offering to create a more sustainable system for its retailers.
With a focus on local support, including tailored marketing and charity initiatives, Costcutter Supermarkets Group aims to provide a trusted, easily accessible network of opportunities, allowing each independent retailer to tailor their store according to customer base and target market.