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Launching a store for the community
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.
Related work
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.
We know everyone. We know everyone that counts in the world of food. Brando has spent years cultivating excellent relationships with national journalists to ensure Somerfield is always at the top of their mind when it comes to reviewing food and drink in the media. We ensure that key journalists receive Somerfield product for taste tests and send our key titles bi-monthly product drops focusing on seasonal themes, new products or just a foodie treat. We also stage creative food press shows to showcase various product ranges and strengthen our journalist relationships. In the past year these have included Christmas in June – a look at the upcoming festive products, Afternoon Tea at Buckingham Gate, Mini Range Launch – an Alice in Wonderland themed event and Big Night In – a money saving alternative to dining out.
Brando hosted a 'Big Night In' event for Somerfield to show the outstanding cost savings that can be made by simply eating at home. The media were wined and dined with Somerfield food and drink at The Violin Factory, an exquisite and original home which featured on Channel 4’s Grand Designs. They also enjoyed a series of 'eating in' scenarios such as the classic 'Romantic Night In' and 'Girls Night In'.
