The supermarket sector is fiercely competitive. In an innovative step to increase brand awareness and growth, Iceland Foods adopted employee advocacy platform, Qubist, to scale up its existing programme.
The ‘Iceland Insiders’ programme for employees switched on 450 advocates within the first 3 months resulting in 37.8 million impressions. Here’s how they did it:
What can potatoes and canned tomatoes in France teach us about FMCG in the UK?
This Summer, staying in Brittany, I saw Lidl for the first time competing with the traditional outlets of Carrefour, Super-U and E.Leclerc (out of town) and Monoprix (in town). Talking to family and friends in the area it seems the German supermarket chain has moved decisively to steal market share in the ‘basics’ space. Consumers may look for branded products elsewhere, but Lidl’s focus on low prices and discounting is its strategy to move in locally on staples.
It’s often worth looking outside your patch when trying to draw parallels on the way brands are performing on your home turf. And as Christmas approaches the supermarket price war in the UK looks equally set to continue with Morrisons announcing a link up with Amazon.