Situation:

The supermarket category has begun to commoditize, with price warfare emerging as the only differentiating factor.

Develop an outdoor campaign that showcases we are the supermarket of real everyday low prices. Generate a message that connects with people on a deeper level.

To demonstrate that we are the supermarket of low prices without appealing to a discursive message.

To be top of mind among Peruvian supermarkets.

Achievement upon objectives:

Given our commitment to everyday low prices, there is one key indicator we consistently aim to improve:

We successfully increased our main brand indicator, "Perception of low prices," reaching 49% (+9pp vs 2022) (+5pp vs objective).

Our Top of Mind (TOM) nationally grew to 40% (+6pp vs 2022) (+4pp vs objective).

Our TOM within the NSE C segment increased to 42% (+8pp vs 2022) (+3pp vs objective).