Nisa campaign signals major brand investment
The company, which supports over 4,000 independent stores, said the ‘Whatever you Want’ campaign will aim to build consumers’ awareness of the brand and their understanding of its mutual model.
Devised by Green Cave People, the multi-media campaign will include TV, outdoor, PR and social media and will be supported with in-store promotions across the company.
Nisa is also launching a completely revised own brand range to coincide with the new campaign. The Heritage range is currently worth £200 million to the group and Nisa hopes to build this to £500 million.
Commenting on the campaign Ian Bishop, marketing director at Nisa, said: “When people shop in a Nisa store they are supporting an independent retailer, their family and the local community. We are investing in the brand, products and store formats to ensure that a great consumer experience is at the heart of what we do and this will underpin our growth.”
The campaign kicks off with a 40” spot that was written by GCP executive creative director Jackie Steers and creative partner Ira Joseph and directed by agency founder Malcolm Green.
GCP managing partner Holly Ripper said: “Nisa is revolutionising the modern convenience store and helping to make people feel good about their local community again. We aimed to capture this mood with an idea that is built around the truth that many people are unsure how to pronounce Nisa’s name. The first TV spot catchily ensures that audiences will quickly get to know the brand.”
Nisa recently announced it had recruited 692 stores in the last 12 months with a value of over £140 million. The move follows recent record Christmas trading figures for the company that saw 16.4% growth year-on-year.
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