Nectar brand campaign bids to increase loyalty card use

Loyalty card Nectar is launching its first television campaign in five years in a bid to raise awareness of the brand and use of the scheme across its retail partners.

Nectar Purse
Nectar Purse: Will star in loyalty card’s first TV campaign for five years

The multimillion-pound drive will introduce an animated “Nectar Purse” character, which is dedicated to collecting Nectar “droplet” points, and will target the loyalty card’s core audience of “savvy mums” with the strapline “Collect What’s Yours”.

The brand campaign aims to increase the number of swipes per card holder at partner retailers, which include Sainsbury’s and recently added Homebase.

It has been designed by Joshua G2 and comprises two 30-second TV spots due to go live next Thursday, and five press ads set to run across a range of women’s titles and national press from the end of the month.

“Our collectors aren’t aware of all the places they can collect Nectar points,” says Nectar marketing director John Sheekey.

“This campaign reminds collectors about the places they can collect what’s theirs at a time when everyone is looking to become savvier,” he adds.

The move comes after rival Tesco Clubcard’s announcement it was ploughing £150m into a relaunch of its card to stabilise market share (MW 22 April).