Costcutter unveils ‘comprehensive’ summer campaign

Costcutter Supermarkets Group (CSG) has unveiled a major promotional campaign for summer, which it said will be its “most comprehensive to date.”

The Bringing Summer Home campaign, launching on 15 July, will see the symbol group adapting the successful elements from previous summer promotions to the current conditions, in addition to new activations.

“Our summer campaign for retailers last year saw participating stores drive both footfall and sales,” said Sean Russell, CSG group marketing director. “It broke all our previous records for shopper engagement, reach and sales and we’re adapting the best bits and introducing new elements to keep shoppers inspired and engaged this summer – albeit under very different circumstances.”

The six-week campaign will incorporate online gamification following a successful pilot with CSG’s Valentine’s Day promotion earlier this year. A combination of instant win and prize draw games, sponsored by Budweiser, will give shoppers the chance of winning major prizes including BBQs and lazy spas.

The summer themed games will feature on a dedicated landing page that also contains recipes packed full of fresh ingredients included in CSG’s range, as well as inspiration for fun with the family and leading offers.

“The market leading offers that will feature throughout the summer period are a great opportunity for retailers to encourage shoppers to shop locally and enjoy summer sports and time with their families from the safety and comfort of their homes,” Russell added.

The campaign will be supported by targeted advertising on Mail online, Metro and retargeting through magazine sites including BBC Good Food and Cosmopolitan. A comprehensive social media campaign, including influencer marketing, will complement the promotion.