Orange will launch a simplified pricing plan next month, based on the behavioural characteristics of customers. The company is using animals to categorise consumers. The launch will be supported by a &£10m ad campaign.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.