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Costcutter Supermarkets Group launches new ‘Meal for Tonight’ campaign

Costcutter Supermarkets Group has launched a new Meal for Tonight campaign to help retailers increase basket-spend.

As well as creating a strong Food To Go offer, delivering a compelling fresh For Tonight proposition is an integral part of its Shopper First Programme and the new Meal for Tonight campaign is designed to make life easier for shoppers with year round mix ‘n’ match meal solutions for under £5

With research showing 40% of shoppers would be encouraged to purchase products more regularly from a c-store if it did cross-category promotions, Meal for Tonight is designed to drive basket spend through link purchases across fresh and ambient categories, with retailers supported through merchandising advice and POS, including shelf barkers, SEL backers and shelf stripping to make the mix ‘n’ match offer easily identifiable.

With a choice of the UK’s most popular Italian, Indian and Chinese dishes to cook at home, Meal For Tonight allows shoppers to pick their favourite meat, carb and sauce and create easy meals in under 30 minutes, all for £5 or less.

Mike Owen, Costcutter Supermarkets Group category director for fresh and frozen, said: “Shopper First made it clear that offering mission-based solutions is crucial to making life easier for shoppers and driving basket spend.  Meal for Tonight is designed to answer this need and will particularly appeal to Busy Impulsers and Younger Tonighters.  Research shows cross category promotions are a key driver for shoppers, but it’s only part of the solution. To really drive basket spend, we’ve created a strong bank of POS for our retailers to use along with merchandising tips, including products which go with each of the meal types, helping encourage shoppers to put that “additional” line in the basket, to help them create real stand out.”

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