Kwik Save, the discount supermarket chain which is being relaunched, is looking for a communications director to spearhead its advertising strategy.
The chain’s group marketing director Philip Smith says decisions about a review of its 9m advertising account with McCann-Erickson Manchester are on hold until the new director is in place. The appointee will also take care of internal communications and public relations.
Smith is putting in place a new structure for the marketing department which will operate the chain’s strategy over the next three years. This month, Kwik Save is launching its new own-label range of more than 150 products priced about ten per cent lower than those of other supermarket chains. It is also testing a new store format which could be a blueprint for the rest of the 800-strong chain.
Director of marketing Nick Goss has been made marketing director for stores. Apart from the new communications director, Smith has put out a brief for a director of marketing information to handle market research. He is also recruiting category managers.
The own-label launch, which has raised the prospect of an own-label price war with the big chains such as Sainsbury’s and Tesco, will be supported by in-store sampling and other promotions.