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Costcutter Supermarkets Group launches Scarily Good campaign

Costcutter Supermarkets Group has launched a Scarily Good campaign in the run up to Halloween, which, as well as outstanding in-store activation and offers, will include an interactive outreach campaign on social media.

Following the success of its Festival of Summer promotions, the campaign kicks off with a headline offer of two Co-op Own Brand pizzas and a 500ml tub of Ben & Jerrys ice cream for just £5.

As well as a full suite of in-store PoS, consumer leaflets and in-store and online competitions, with 40% of Halloween purchases being inspired by social media*, this year’s campaign will be supported by a range of inspiring social media content.

Working with social influencers, the campaign will target ‘striving shoppers’ – families who want great value items and cheeky treats, with content including Sugar Skull Cupcakes. Recognising a real opportunity to tap into ‘younger tonighters’ – young professionals who want to pick up fresh and easy meals to go and a good selection of affordable BWS – specific recipes and content, including cocktails and quick sharer solutions for impromptu parties, have been designed to inspire and drive engagement amongst this demographic.

“Halloween is a key calendar date and not surprisingly has become an important event in the convenience retail calendar,” said Sean Russell, marketing director at Costcutter Supermarkets Group.

“This year’s campaign will build on the success of our 2018 campaign, but as well as targeting families, we’re doing a specific push on ‘younger tonighters’, with inspiring recipe such as Murky Margaritas, competitions and, of course, outstanding offers, to help brand awareness and theatre to drive even more footfall, sales and engagement.”

*Mintel Oct 2018

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