By using a more aggressive tone, our main communications aim was to create credibility in any claim we made for our price advantage.

All in-store display material was altered to support the new positioning under the concept “Nowhere is cheaper”. Signage previously simply saying “Discount Market” was replaced by the tagline “Nowhere is cheaper” placed directly under the SOK logo at market entrances.

We portrayed exaggerated situations in our outdoor imagery showing rather ironic situations where customers are seen buying products they don’t need, just because of their temptingly low prices, accompanied by our campaign motto “Too Cheap to Resist”.

The campaign’s success was beyond expectations. SOK has more than doubled the industry average for growth.Overall supermarket sector yearly turnover increased by 11%, where SOK’s yearly turnover increased by 23%. (Including the new store openings)Overall supermarket sector yearly turnover increased by 5%, where SOK’s yearly turnover increased by 13%. (Excluding the new store openings)Our campaign was awarded with a Bronze Effie in last year’s Effie Awards.