Nisa revives brand image with ‘Fresh Thinking’

Nisa has revealed a fresh and modern new look marketing offering to partners, building on the ‘Fresh Thinking’ proposition introduced in 2021.

The Fresh Thinking concept was first shared with partners at the retailer engagement event Nisa Live, hosted virtually last Spring and work has been ongoing to enhance the marketing offer to partners with a focus on Fresh Thinking.

Regan Howard, brand manager said: “We’re continuing to put Fresh Thinking at the centre of everything we do as a business, including our marketing offer.

“By applying Fresh Thinking to our Nisa brand we are evolving in a fast-paced market, creating consistency and recognition across all channels and communications for our partners.

“We’ve listened to feedback from partners and analysed the market and future trends to understand how we could improve our marketing mix. All of this research has enabled us to create a new design system that is distinctly Nisa but with a fresh and new feel.” 

The updated branding will span all touchpoints, from point of sale through to digital, and is designed to help attract a new generation of shoppers to Nisa partners’ stores.

“A compelling, modern brand will nudge new shoppers to consider shopping with Nisa as our partners and their offer will be seen as more relevant to them, adding value to partners and their businesses,” Regan added.

Launched at the start of the new year, partners are now receiving a new-look leaflet, personalised to their stores, and showcasing the services they offer their shoppers.

The leaflet content will focus more on meals and missions that drive greater basket size and spend per trip with key offers also included such as The Big Deal, Freezer Deal and a new, all year round offer called Mid-Week Meal. Nisa is also working with a new leaflet distribution partner, Whistl, giving partners more control of the distribution using a tailored consumer targeting tool.

Memorable deal mechanics have been designed to help shoppers navigate the new offers across leaflet, instore and digital channels.

Laura Gomersal, Head of Marketing said, “By adopting a mission led approach to our marketing we’re ensuring shoppers start to view our partners’ stores as a destination for meals and for active top up missions like treats. These drive significantly higher basket values than distress missions and more trips. Winning in these key missions will drive increased basket values and sales for our partners. 

“By putting Fresh Thinking at the heart of everything we do at Nisa, we’ll ensure our partners have access to the best retail expertise, business support and quality products in the market.”