Alldays, the convenience store operator, has picked M&C Saatchi to
fuel its expansion plans and prepare its debut as a TV advertiser.
The group is reported to be investing up to pounds 3 million in an
advertising offensive which will include a TV test campaign within the
next two months.
The agency appointment - made without a pitch - is in line with an
expansion programme by Alldays to increase its current 760 outlets to
1,000 by the year 2000, giving it dominance of the convenience store
sector and allowing it to close the gap on high street retailers.
The move ends the group’s present in-house ad arrangements and marks the
start of plans to integrate press and TV advertising with below-the-line
activity. M&C Saatchi had previously been working on a project
Media buying is being handled by MediaVest.
Alldays announced in April that it was resuming its hunt for an agency,
having abandoned an earlier search when Sue Wagstaffe, its marketing
director, left. She has since been replaced by Paul Baxter, the former
marketing director of the Somerfield supermarket chain.
Alldays, which has developed largely by attracting franchisees through
its semi-autonomous regional development companies, has been growing
Last year, it launched the Concept store format, with pizzas supplied by
the Domino chain, videos, chilled food, drinks, sandwiches, stationery
and flowers. It has also linked with the petrol retailer, Total, to run
shops on garage forecourts.
Michael Kaye, the M&C Saatchi chairman, described Alldays as ’one of the
most innovative and ambitious retailers around’. He added: ’We are
certain we can help them increase the gap between them and their nearest