Bargain Booze is part of Bestway Group, a British multinational conglomerate company based in London. The UK-wide off licence chain sells beer, wines and spirits plus some groceries and snacks. It’s a highly-competitive sector with competition coming from large supermarkets as well as local independent stores. What was needed was a way to keep the Group’s outlets top of mind with customers all year round.
With our experience in retail, we knew that the best way to drive sales would be to tie the advertising campaign into key dates in the retail calendar. So we researched upcoming events and activities, as well as traditional holidays and dates that are celebrated every year.
A through-the-line approach maximised awareness for a wide range of occasions – each with a fun and friendly look and feel. For example, our ‘Bring it Home’ tapped into the ‘Football’s coming home’ soundtrack that was aired non-stop in the build up to the 2018 World Cup. The creative campaign appeared in national and local press ads before and during the event. This was supported by fitting out the store’s with window posters, shelf-wobblers, bunting and bottle tags to add to the sense of excitement. To support sales of fine wines and spirits at other times of the year, a VIP catalogue was designed and printed with a premium appearance to appeal to more affluent budgets.
Fun graphics, clean product shots and great price points increased footfall at key times of the year to ensure Bargain Booze earned a valuable share of the off licence market. The VIP catalogue also helped store managers to upsell to select customers.