Budgens
CREATING CUT-THROUGH
Budgens stores are run as partnerships, with individual stores having their own entrepreneurial owner who has a degree of flexibility as to how they operate. This stretches to how much marketing and point of sale material they choose to receive from head office. The brief for all campaigns is to create an impactful set of messages set against strong visual execution that not just customers engage with but retailers too.
Client /
Booker Retail Partners
Client Type /
Retail
Type of Work /
Creative, Campaign, POS
Across a wide range of events and seasonal activity, we develop a campaign set of creative that plays to Budgens strengths of being genuinely local and providing a wide range of choice to their local community. Considering third parties and making sure the creative has warmth and character while ensuring the commercial messages have cut through and can engage with the target audience.
Across Christmas, Spring and Summer we have consistently pushed the creative boundaries for Budgens. This results in retailers taking the full suite of POS, because they say it creates a point of difference in their store and sets them apart from the competition. The creative that we produce for Budgens continually challenges the norm, whilst never losing its commercial objectives - we are encouraged to be different and to stretch the imagination of the marketing team. The purpose of POS being to drive sales and not just look nice, to achieve this we follow a simple hierarchy of communication that ensures that we get the commercial message across clearly.
