Not the usual beast!

To position Somerfield as the local high street grocer and demonstrate the brand’s commitment to local communities, Brando developed the landmark Local Life Report - an ambitious news-generating research campaign aimed at claiming a share of voice for Somerfield. Working with the Future Foundation, we created a series of stories designed to tackle topics that resonate with consumers, each exploring the world around us from new angles. From exploring the growing presence of wealthy tradesman’s partners (Bricklayers’ Wives) to green obsessed city-folk (Urban Farmers), the Local Life report really captured the nation’s imagination and confirmed Somerfield’s position at the heart of the local community. In 2008, Local Life generated more than 110 pieces of robust branded coverage and achieved an impressive ROI - for every £1 spent, the campaign reached 355 people and generated £8.61 worth of coverage.

Brando supports the launch of new Somerfield stores and refits around the UK. Rather than roll out the same story for each launch, we look deeper into the local area and create a bespoke event for each store opening. Our launches demonstrate that Somerfield understand the neighbourhood and are as excited to be there as the community are to have them. So, from Bluey the Horse the Ipswich football club mascot to Cliff Richard’s top UK impersonator to a giant branded ice block or a poetic vicar, on opening days we ensure queues outside the door, packed stores and lots of coverage - the perfect example of creating successful events for a niche audience.