Jack’s: Driving footfall and basket spend via PR activity
OBJECTIVES:
Launched as part of the Tesco family, Jack’s was designed to be a challenger brand to rival the lower price point supermarkets such as Aldi and Lidl. Originally launching eight stores in different towns across the UK, Jack’s transformed previous Tesco stores into a new format, meaning that local shoppers were able to enjoy new, lower prices matching other discounted stores.
Named after the founder of Tesco, Jack Cohen, Jack’s was keen to establish itself as a part of the community and wanted to truly engage with local customers, while also promoting the incredible low prices available. Jack’s needed to target hyperlocal audiences to help improve brand sentiment in the local communities of its 13 stores, drive footfall and deliver key messages of value and convenience. PR activity had to put Jack’s at the heart of the community, in addition to driving ongoing positive press coverage for the brand. In addition, PR support was required to launch new stores and ensure the local community were supportive.
STRATEGY:
Over three years, we planned and implemented PR and marketing campaigns for each individual store, building connections and relationships with specific regional media and micro influencers relevant for each region. We executed multiple media and influencer marketing campaigns, focusing on a seasonal calendar, product launches, trends and news agenda opportunities and in store activations, supported by a busy proactive and reactive press office across all stores and for the Jack’s brand in general, supporting on national media opportunities where possible.
RESULTS:
Across three and half a years, we secured over 950 pieces of coverage including regional, national and trade titles, and influencer work. For Jack’s the key focus was targeting local customers which over 98% of this coverage achieved.
We also supported the business goals including increased basket spend by 7%, higher footfall (increased by 13%) and developed individual tactics for stores that weren’t performing as well as others. Most importantly, the sentiment and reputation of Jack’s improved across our time working together.