M&C Saatchi to aid Alldays’ expansion with pounds 3m offensive

Alldays, the convenience store operator, has picked M&C Saatchi to fuel its expansion plans and prepare its debut as a TV advertiser.

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

basis.



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 She has since been replaced by Paul Baxter, the former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

rapidly.



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

competitor.’