McCann-Erickson has been appointed to handle a pounds 3 million
advertising campaign for Somerfield’s home shopping service, 24-7, which
launches this month.
The service, which offers food and non-food items to customers, is an
attempt to boost sales at the troubled retailer, which has lost senior
marketing staff and was forced to issue a profits warning in July.
Although several supermarkets offer home shopping, Somerfield is the
first to offer the service via the internet, interactive TV, phone or
The retailer also aims to differentiate the service by offering more
varied delivery times and additional services such as dry cleaning, shoe
repairs, flowers and ticket booking for cinemas and theatres.
The win adds to McCann’s existing Somerfield business. The retailer
appointed the agency to handle its advertising on a project by project
basis after it sacked Leo Burnett from the pounds 13 million account.
(Campaign, 13 August 1999). McCann has handled the Kwik Save account for
the past two years.
Customers will be able to order their groceries over the phone from 13
September, via digital TV later in the month and by internet from
The interactive store, accessible through Open’s digital TV service,
will initially offer a full range of groceries to customers in London
and Bristol. A more limited range will be available nationwide but a
full roll-out is expected in March.
A catalogue will also be mailed to one million customers in which
specially grouped products will be promoted as ’24-7 solutions’.
Somerfield and McCann-Erickson refused to comment on the appointment.