Somerfield hands WWAV direct brief

The struggling supermarket chain Somerfield has appointed WWAV Rapp Collins to develop its direct marketing strategy following a pitch involving four agencies.

The agency will provide communications strategies for forthcoming campaigns expected to focus on Somerfield's Saver Card, the keystone of the retailer's customer loyalty scheme.

Somerfield, which has blamed store closures and disruption caused by refurbishment for a recent drop in sales, launched the Saver Card in April last year. Unlike other supermarket loyalty schemes that are based on points accumulated over a period of time, the Saver Card allows customers to get instant rewards at checkouts throughout its 700-strong estate.

M&C Saatchi handles Somerfield's above-the-line account, worth £7 million, which it won from McCann Erickson last year. Media planning and buying for the business is handled through Universal McCann.