Convenience retailer Costcutter Supermarkets Group has appointed integrated media agency, Boutique, to handle its media strategy and implementation.
The move comes as Costcutter embarks on a new operations and marketing model. Working on a 17-period a year system, the new media plan has been designed to complement the extensive marketing activity being undertaken internally.
Group marketing director Jenny Wilson said: “Our new vision and model marks a significant step change for us, and we were keen to work with a new agency who would provide a fresh, strategic media plan.
Simon Bollon, director of Boutique, said: “Our approach is around matching products with audience and utilising the most pertinent media in a new and creative manner. We will be also be playing a fundamental role in the gradual integration with digital. The cultural fit between the businesses was evident from the outset, and we’re confident we will be integral to an exciting growth period for Costcutter Supermarkets Group.”
Having created a new operating model in 2014, the convenience brand has redefined its offering to create a more sustainable system for its retailers. With a focus on local support, including tailored marketing and charity initiatives, Costcutter Supermarkets Group aims to provide a trusted, easily accessible network of opportunities, allowing each independent retailer to tailor their store according to customer base and target market.