One Stop 'Great Big Little Shop' Campaign
Liquorice have been working closely with One Stop throughout 2016, delivering their store marketing campaigns. So, when the Tesco-owned convenience retailer briefed us to improve footfall and raise awareness of their enormous product range, we already had a great understanding of the business’s culture and vision.
Our team developed an integrated campaign both planning the media and developing the creative campaign which asked One Stop’s potential customers ‘Need a Great Big Little Shop?’. Building awareness across multiple channels the strategy included direct mail, radio advertising, a touring ice cream van and targeted Facebook advertising.
The direct mail ‘door drop’ saw thousands of neighbouring homes receive a free sample and a recipe that could be completed with products from the local One Stop.
Supporting the campaign with experiential marketing, Liquorice also delivered a unique One Stop ice cream van. The bright green van was adorned with custom graphics that represent the retailers broad range of fresh foods. Travelling between stores the van gave away vouchers and samples of products that could be found in store- including, of course, ice cream!
The rocking, rolling radio ad was written and produced in conjunction with Tommy and the Fuse, who recently supported Lionel Ritchie when he played Gloucester’s Kingsholm Stadium. Airing on a number of radio stations, the 50’s styled ad called listeners to ‘Pop, pop – pop to One Stop’. You can listen to the finished ad below.
Everyone at Liquorice has been delighted to be part of this exciting project and will be watching its results with interest. Dependent on the success of the campaign, One Stop will (rock and) roll out the campaign nationally.
Emma Loveridge, Senior Account Manager at Liquorice, commented:
“It’s been a great One Stop campaign to develop and manage, with a fantastic campaign identity that people will remember seeing or hearing in their local area’s. Really proud of the team for all their hard work and look forward to seeing the results.”
“This is something very different and very exciting,” said Lizzie Reynolds, customer director, speaking to Retail Times. “It’s a unique mix of activity; unlike anything we’ve done before. We want customers to know that One Stop stocks a huge range of products and we’re keen to showcase the quality of our range while inspiring customers. The campaign has been designed to drive footfall and increase customer awareness of our great fresh offer.”