Somerfield is spending pounds 7m on TV ads for its cut-price store
chain Kwik Save despite plans to phase out the brand over the next two
to three years.
Alan Shepherd, Somerfield’s brand communications director, said: ’The
conversion process of Somerfield and Kwik Save will take some years and
it is a difficult and complex task. But Kwik Save still has a turnover
of pounds 3bn and there are still people crossing its doors. The
campaign is to keep up the competition and continue to communicate with
The campaign, featuring Michael Barrymore, carries the line ’Because
we’re cheap you’re cheerful’ and begins on October 1. It shows Barrymore
meeting Kwik Save customers and reinforcing Kwik Save’s low-price
The ads, from McCann-Erickson, will be shown nationally and screened on
several satellite channels, including Sky, Sky Movies, and BSkyB.
The use of Barrymore reflects a trend for supermarkets to use
celebrities in their advertising.
Last week Sainsbury’s started airing ads featuring John Cleese, which
will also focus on value. Tesco ads star Prunella Scales and Safeway
uses voiceovers by stars including Cilla Black.
Agenda, page 14.