The move puts an end to a campaign created by M&C Saatchi that broke in September last year and introduced the strapline 'There's a great deal going on' (Marketing, 17 August 2005). The line, which replaced 'Somerthing different' on TV, was the first to be used across all media.
The aim of the campaign was to move the brand away from its convenience-store roots. However, following Somerfield's acquisition by a consortium led by property tycoon Robert Tchenguiz last October and Smith's arrival in January, the supermarket has started selling off its bigger stores, including five to Waitrose.
Somerfield is believed to be planning to realign its advertising with convenience.
A spokesman for the supermarket said the strategic review would be completed in May and that its £7m account with M&C Saatchi, which won the business from McCann-Erickson in 2003, was unaffected at present.
As part of the review, Somerfield has appointed WWAV Rapp Collins to handle media buying and planning for local marketing. This was previously handled by Universal McCann and M&C Saatchi respectively. The supermarket is now looking for an agency to handle the creative work for its local marketing.
Somerfield, which has about 1000 stores, has a 3.9% share of the UK's grocery market, according to TNS.
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