WHOLESALE giant Booker has celebrated the 20th anniversary of its Premier symbol group with the launch of a year-long TV advertising campaign.
The campaign – the group’s first – will run for 12 months on ITV and digital channels and is expected to be seen over 100 million times.
The ads, which feature the faces of a number of Premier retailers in a closing montage, will be shown Monday to Friday for the next year, with a particular focus on ITV1’s ‘Good Morning Britain’.
Martin Swadling, director of Premier, said the campaign represented a “significant investment” for the brand.
“We spoke to our retailers and asked what should we do next,” he said.
“And of course what they said was – ‘we want to go on TV’. We took some real guidance from them on what they wanted it to look like.
“Not too fancy, to be honest about what Premier’s about and really focus on our three key attributes of the Premier brand – community retailing, independent ownership and that amazing value, locally.
“It shows how we want to move the brand forward. Our retailers were the first to tell us we should be moving the brand onto TV.
“It’s a significant investment, but more importantly it’s a statement of intent for the brand.”
Premier’s ‘mega deals’, which are said to be delivering £5-6m a year for retailers, will be prominently featured in the adverts, with promotions rotated every four weeks.
The group is also increasing the range under its own-label value brand Euro Shopper, which it says guarantees retailers 30% profit on return.
Six new lines are to be added. And prices on several products will be rolled back to 50p, as efforts continue to raise the brand’s presence in stores.
Launched in 1994, Premier has grown to become the UK’s biggest symbol group with over 3,000 stores and annual turnover approaching £1bn.
“Premier’s performing very well,” Swadling said.
“We certainly won’t be complacent about that and we’ll continue to look to making it better.”
