The supermarket dropped TV from its schedule in March last year to focus on regional press and direct work, following a review overseen by marketing director Colin Smith. The review also saw it scrap its Saver Card loyalty scheme, which had about 3m members.
Smith appointed WWAV Rapp Collins to handle its direct account, but the retailer has now tasked the agency with developing a TV campaign based around convenience to break later this year. A Christmas campaign will have a similar theme.
Previous TV work has centred on price. In 2006, ads created by M&C Saatchi carried the strapline 'There's a great deal going on'.
Somerfield also communicates with customers through a free customer magazine available in-store. It reaches nearly 2.7m people and provides hints and tips on meals and wines.
Smith appointed WWAV Rapp Collins to handle its direct account, but the retailer has now tasked the agency with developing a TV campaign based around convenience to break later this year. A Christmas campaign will have a similar theme.
Previous TV work has centred on price. In 2006, ads created by M&C Saatchi carried the strapline 'There's a great deal going on'.
Somerfield also communicates with customers through a free customer magazine available in-store. It reaches nearly 2.7m people and provides hints and tips on meals and wines.
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