Costcutter campaign achieves record engagement

The ‘Bringing Summer Home’ campaign, which was hosted on Costcutter’s website, saw a combination of online instant win and prize draw games sponsored by Budweiser, as well as a wide range of summer activity ideas, including hosting your own sports day, enjoying a summer date night and creating summer recipes.

Costcutter group marketing director, Sean Russell, said: “Our team and our remarkable retailers pulled out all the stops to make this campaign work through lockdown and it exceeded all our expectations. We originally set a target of 100,000 registrations for our online games across the six-week campaign and we achieved 400,000. We also saw 5,000 links to store locators, which is a strong indicator of new shopper footfall. The important thing here is that, for those customers that subscribed, we will be able to let them know about the latest great value deals in their local store.

“Since the Covid crisis there has been a shift towards a younger, more affluent shopper base across the convenience market. In Costcutter stores new customers have discovered our fresh food offer and Co-op Own Brand, as well as a strong offer across BWS and confectionery. By focusing on the channels, content and game-appeal which attracts these types of shoppers, we’re supporting our retailers’ drive to convert these “lifeline” shoppers who may have discovered them during lockdown, into lifelong loyal customers.”

‘I’m a Celebrity…Get Me Out of Here’ winner and former Eastenders star, Jacqueline Jossa, also featured in a social media campaign on Instagram.

Russell added: “Teaming up with Jacqueline Jossa helped us reach more shoppers and gave them inspiration for fun with the family in the safety of their homes and gardens and gave a further boost to the digital campaign. Feedback from our retailers has been tremendous.”