Kwik Save has handed Miles Calcraft Brigginshaw Duffy its £2.7m advertising and media planning account in an attempt to distance itself from its sister supermarket Somerfield.
Miles Calcraft pitched for the business against McCann-Erickson, which had been handling both the Kwik Save and Somerfield brands. The supermarket’s new agency has been asked to develop a campaign for May, and it will probably put an end to the supermarket’s current strapline “Making a drama out of our prices”.
Kwik Save has reintroduced own-label products to its stores after a gap of more than two years, and has just launched a budget own-label range called Simply. It plans to introduce a Kwik Save standard range later this year.
McCann will remain working on Somerfield’s £7.3m advertising and media planning account. Media buying for both supermarkets will continue to be handled by Universal McCann.
The review follows a shake-up of Kwik Save’s management team and the appointments of Gill McComas as marketing director (MW November 21, 2002) and Robin Whitbread, a former Sainsbury’s marketer, as managing director. Whitbread, is understood to have links with the founders of Miles Calcraft when they broke away from Abbott Mead Vickers.BBDO. AMV handles Sainsbury’s advertising.
The Somerfield group is undergoing a store refurbishment programme and reported better than expected results last week. Kwik Save and Somerfield both experienced a 2.1 per cent increase in like-for-like sales for the Christmas trading period.