Costcutter summer campaign achieves record engagement

18 September 2020

Costcutter Supermarkets Group (CSG) says its summer campaign has achieved its highest ever levels of shopper engagement levels – reaching four times more than the original target for shopper engagement.

Hosted on CSG’s website, “Bringing Summer Home” saw a combination of online instant win and prize draw games, sponsored by Budweiser, as well as a wide range of summer activity ideas, including hosting your own sports day, enjoying a summer date night and creating delicious summer recipes.

“What began as a planned summer of sport celebration, pivoted to become an integrated marketing campaign with a major focus on gamification,” said CSG Group Marketing Director Sean Russell.

“Our team and our remarkable retailers pulled out all the stops to make this campaign work through lockdown and it exceeded all our expectations. We originally set a target of 100,000 registrations for our online games across the six-week campaign and we achieved 400,000. We also saw 5,000 links to store locators, which is a strong indicator of new shopper footfall.  The important thing here is that, for those customers that subscribed, we will be able to let them know about the latest great value deals in their local store.

“Since the COVID crisis there has been a shift towards a younger, more affluent shopper base across convenience market*. In Costcutter stores new customers have discovered our fresh food offer and Co-op Own Brand as well as a strong offer across BWS and confectionery. By focusing on the channels, content and game-appeal which attracts these types of shoppers, we’re supporting our retailers’ drive to convert these “lifeline” shoppers who may have discovered them during lockdown, into lifelong loyal customers.”

CSG also gave their summer campaign added star quality with the help of “I’m a Celebrity…Get Me Out of Here” winner and former Eastenders star Jacqueline Jossa. The actress featured in a social media campaign on Instagram, enjoying Costcutter-inspired BBQ with food, drinks and family games. Sean Russell adds:

“Teaming up with Jacqueline Jossa helped us reach more shoppers and gave them inspiration for fun with the family in the safety of their homes and gardens and gave a further boost to the digital campaign. Feedback from our retailers has been tremendous.”

Jacqueline Jossa (27) is best known for being crowned “queen of the jungle” as winner of ITV’s “I’m a Celebrity…Get Me Out of Here” in 2019 and for her role as Lauren Branning in BBC soap opera Eastenders.


* UK Convenience Market Report, HIM 2020