Tesco Store Launch - super(b)store support

I thought you would be interested to look at an example of one the many Tesco store support campaigns that we plan.  This particular example is for the launch of their new Extra Store in Orpington, an area previously dominated by Sainsbury’s stores. 

To ensure that everyone in the area was aware that a new store was open and where exactly it was, we took a range of formats close to the store to reach potential customers at key times. 

Large format panels were used to dominate main routes in the area to make a big shout about the new opening, and these were backed up with strategically placed 6-sheets to add frequency. 

Orpington Station was particularly important for us due to its location close to the new store, and the valuable commuter audience it can deliver. We dominated the station with the unmissable Ticket Gateways to catch all commuters leaving the station, and 6-sheets located throughout the rest of the station. 

To have a really strong impact in the area in the store’s opening week, and to challenge Sainsbury’s dominance, promotional personnel with directional placards were located at busy locations to direct customers towards the new store, whilst an Advan patrolled the key local routes. 

I now believe the store is now trading well in a no longer so Sainsbury’s-dominated area.

By Paula Kendall