Alldays, the convenience store operator with more than 600 branches, is looking for an agency to run a 3m national ad campaign.
The chain’s buying and marketing director Paul Baxter says he is looking for an agency to integrate below-the-line promotions, media buying and an above-the-line press and TV campaign. The chain’s promotions are currently run in-house.
Alldays started looking for an agency at the beginning of 1996 (MW February 2 1996), but dropped the search six months later when marketing director Sue Wagstaffe left the company. She was replaced by Baxter, a former marketing director of grocery chain Somerfield.
Baxter says the budget will come from the advertising fund – half a per cent of the chain’s 400m turnover goes into this fund – plus extra support from suppliers. There will be a test campaign on television in the Meridian area, followed by a roll-out in other television regions.
Alldays plans to double in size by the end of the decade. It has joined forces with petrol retailer Total to run shops in the company’s forecourts.