CLIENT
Mercator, d.d.
ANDREJA ZADNIK ANDOLJŠEK, Direktorica tržnega komuniciranja, Mercator (Strateško vodenje projekta na strani naročnika in sodelovanje pri izvedbi kampanje)
VIKTORIJA RADOJEVIĆ MAVRIČ, Direktorica marketinga, Mercator (Strateško vodenje projekta na strani naročnika)
AGENCY
STOJAN PELKO, Kreativni direktor, ArnoldVuga (Kreativni direktor)
URŠA KOVAČIČ, Direktorica naročnikov, ArnoldVuga (Vodja projekta na strani agencije)
RADOVAN ARNOLD, Direktor, ArnoldVuga (Umetniški direktor)
ANŽE VERŠNIK, Umetniški direktor, ArnoldVuga (Umetniški direktor)
Pristop Media d.o.o.
ALINA ŽUGELJ PIKALO, Direktorica naročnikov, Pristop Media (Medijski strateg)
MATEJA GRLJ PRIMC, Medijski načrtovalec, Pristop Media (Medijski načrtovalec)
AVI
KATJA MLAKAR, Direktorica, AVI (PR)
DOMEN MAVRIČ, Poslovni direktor, AVI (PR)
SUMMARY
Last 2 years market shares of food retailers remained unchanged, Mercator is the leader. Economic growth enables improving the company’s profitability. Therefore, instead of communicating promotions, we put a brand and advantages into the forefront. We focused on:
- increasing share of regular sales (sales without discounts),
- increasing margin (less investment in discounts);
- expending loyal consumer base,
- redirecting advertising from promotions to brand content.
With campaign I am well we highlighted benefits of our offer and store experience. Youthful tone and visuals emphasized the refreshed image of Mercator.
