Spar, Mace to meet customers' demands with own-brand range 3D ad showing at a cinema near you
Operator BWG fill gap in the market with 'Glenmor' products
Published 28/10/2010 | 05:00
IN THE current climate, own label brands are becoming ever more popular in the grocery and convenience store sector.
Now BWG, the operators of Spar, Eurospar and Mace retail brands in Ireland is taking things one step further and has launched a new fresh meat range for its outlets.
The company is making a €1m investment in the 'Glenmor' brand which will be used for pre-packed beef, ham, poultry and lamb. BWG's managing director, Willie O'Byrne, believes his company has found a gap in a market they have previously been missing.
"While we have most bases covered in our stores, we realised there was space for local fresh meat on our shelves and that there was a demand for the product. We worked hard at the brand and we think we have got it right," he says.
The name Glenmor sounds homely and warm, and that is exactly what BWG are trying to portray in the brand name.
"We offered a number of brand names to our focus groups, and that was the one that scored best. We were looking for a name that emphasises the 'Irishness' of the brand and can bring the product closer to home. Glenmor was by far the best scoring name in our research."
Glenmor will be seen mostly in the Mace and Spar convenience stores -- the majority of the larger Eurospars already have a butchers in house so there is no need to have the brand there -- and it is promoting the brand in store where much of the €1m investment will be spent.
About a third of the €1m is being invested in the product and the rest will be spent on marketing the brand, from in-store promotions to TV & Radio.
Dave Curran Design is behind the promotions: "So far we have been very pleased with how the brand has done; sales are up in the seven figures range and we have 13 products which we hope to build on in the near future."
Digital Grand Prix Awards
VOTING for quarter three of the Independent Digital Grand Prix Awards is under way. The awards are designed to recognise brand and marketing managers as well as the creativity and effectiveness of their digital campaigns.
Voting is open until November 8 with the winner and runner-up of the awards being announced on November 16. The finalists for Q3 are: Triton Showers, Sony, L'Oreal, Guinness, 3 Mobile and Jack Daniels. Full details are available at www.idworks.ie/id-news/ grand-prix-finalists-q3-2010-440
3D ad showing at a cinema near you
THE FIRST ever 3D cinema advert appeared in Ireland this month, according to Carlton Screen Advertising (CSA). The new advert for Cushelle toilet rolls is running throughout the last quarter of this year alongside 3D movies in screens across Ireland.
CSA manager Eoin Wrixon is excited about the campaign, pointing out that, "it is great to see Cushelle onscreen in 3D and this really marks an important development for cinema advertising".
Some 18pc of all cinema sites in the Republic are now equipped with fully digital projection with 3D capabilities.