Easter 2019.Supermarkets

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Creativity was at the centre of Aldi’s social media buzz over Easter. Whether that was making bunny cups for the kids, or throwing together a chocolate cocktail, they were all posted with a snappy, playful message that encouraged consumer interaction. And, as part of its ‘Easter 6’ promotion, every Friday in the weeks leading up to the big day it advertised a different price reduction on seasonal favourites.

In-store displays were filled with bright, colourful chocolate goodies, tagged with the line ‘Home for an amazing Easter’.

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“Aldi’s social channels were hugely impressive over Easter, working at full

capacity to promote craft ideas and recipes to keep customers tuned in,

meaning they wouldn’t miss its ‘Easter 6’ Friday price promotions in the weeks

before the main event. It was a well-oiled campaign that showed just

one aspect of why it’s the UK’s fastest-growing supermarket.”

Phil DouglasDigital Client Director

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Navigating your way to ASDA’s Easter section was a piece of cake – huge signs were headlined ‘Easter’ with the supermarket’s ‘Bring it home’ slogan written underneath. As well as the traditional chocolate eggs, there were jellies, cards and more, all neatly arranged in colourful displays.

The website followed suit with a similar design, while ASDA social media channels encouraged customer interaction, posting recipes and ideas for seasonal treats, and getting kids to play the role of the Easter bunny on the #Hop2ASDA hashtag.

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Greens and yellows heralded the arrival of Easter at the Co-op, with in-store signage taking on a spring theme to highlight its neat, colourful displays. However, there was a more serious tone to posters drawing attention to its Easter Food Bank Appeal.

Social media channels focused on seasonal favourites such as chocolate eggs and hot cross buns, looking delicious in short, snappy videos.

“Community is a big part of what Co-op is about, and using Easter to

help drive its Food Bank Appeal only served to increase that close brand-

customer relationship and a real sense of togetherness.”

Alan TurnerCreative Director

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There was no need for subtlety at Costcutter this Easter – the brand piled up its eggs in its front window and in-store displays, so there was no chance of missing them. Its website focused on some seasonal recipes to keep customers engaged, while social media channels promoted offers on chocolate, as well as a series of competitions for customers to win themselves some seasonal treats.

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Iceland got creative with its social media activity over Easter, with posts that suggested different takes on a few classics, like a Creme Egg with hot cross bun dipping soldiers.

There were offers in store on fun snacks, such as £1 Easter bunny crumpets, and the supermarket drew customers towards its displays with signs that channelled a spring vibe, with blue skies, eggs and rabbits playing in the grass.

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Spring Spotters was Lidl’s wildlife TV show parody that the label incorporated into its Easter offerings. 75p hot cross buns, as well as a range of chocolate characters, were ‘snapped’ on its outdoor POS boards, while in store they were arranged into organised displays.

The chain’s website suggested recipes for ‘making the most of Spring’ and laid out a selection of ‘Easter treats’, while its social media channels reinforced its credentials as a budget-friendly option, informing followers that it had been named as Good Housekeeping’s Cheapest Easter Basket for 2019.

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“Incorporating Easter into its ‘Spring Spotters’ wildlife TV show

parody gave Lidl’s Easter campaign a feeling of cohesion, with its many parts

working as one.”

Claire RoshanzamirStrategy & Creative Director

www.itg.co.uk

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There was a typically thoughtful approach behind M&S Food’s Easter collection, with clear, simple and well-placed in-store displays incorporating a range of chocolatey characters to inspire the imagination.

The supermarket dedicated a section of its website to the ‘Easter Shop’, while the social team got busy with plenty of aspirational photos to get the mouth watering.

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It was easy to locate Morrisons’ Easter offers in its stores, with bright green signage, framed by flowers to give it that spring feeling.

The same scheme was splashed across the banners on its website, where there was a dedicated section filled with ideas for Easter recipes and crafts, which were also promoted alongside some yummy pics on social media.

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“While in-store signage leaned towards a bold but simple design, Morrisons’

digital campaign was slightly flashier, particularly with the inclusion of a dedicated Easter section for recipe

and craft ideas on its website.”

Chris PerksManaging Director of Digital Services

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Nisa’s in-store displays had a simple formula – chocolate, chocolate, and a bit more chocolate.

There was a playful air to its digital activity, designed around a fun purple colour scheme. That easy-going tone was reflected on social media, with ‘Don’t worry, be hoppy’ messaging, competitions to win expensive tech, and video recipes to inspire customers to get creative.

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With spring in the air, One Stop went for fun colours of green and yellow in its Easter POS signs, highlighting its ‘Cracking value’ offers on a range of chocolate eggs, from the classics at £1.50 each, to the more high-end options priced around £10.

Digital activity continued to promote a selection of discount items, while there were prizes to be won on the store’s website in the ‘Rule the Roost’ game.

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There was no need to overcomplicate things for Easter in Premier’s stores – simple signs wished customers a ‘Happy Easter’, while the displays of chocolate eggs were left to speak for themselves.

Online it focused on offers, with eggs for £3, and larger ones for £5, promoted across its social media channels.

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Engaging with customers over Easter was the main drive behind Sainsbury’s digital activity, with both its website and social media channels promoting seasonal ideas and recipes, and keeping them informed of its opening times.

There was a similar focus in store, where shoppers were encouraged to download the app and play ‘April’s Easter Adventure’, while buying chocolate treats put customers in with a chance of winning 100,000 Nectar points.

“Online and in-store, Sainsbury’s drove home the customer-brand

relationship by making engagement its priority.”

Natalie SomervilleStrategy & Creative Director

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Customers couldn’t help but get in the mood for Easter at Spar, where simple but well-thought-out displays of its chocolate egg collection brought plenty of colour into the store.

Digital activity engaged customers by offering up recipe ideas, including vegan options, as well as inspiration for them to throw their own Easter egg hunt, with the ‘Hop to it’ message encouraging them to embrace the season.

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“Easter eggs and other themed treats were dotted around the store to encourage spur-of-the-moment

purchases from convenience shoppers, interrupting their mission-orientated

mindset.”

Jess HylandCreative Director

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You couldn’t move for chocolate at Tesco over Easter, and the brand highlighted its huge selection of delicious treats with bright blue and yellow in-store signage, denoting the arrival of spring, while outdoor POS boards promoted three large eggs for just £10.

The offers continued on the supermarket’s social media, where it also got customers involved by arranging in-store Easter egg hunts in the build up to the big weekend, while its website had pages devoted to seasonal treats and gift ideas.

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Simplicity was the key to Waitrose’s Easter displays in its stores, with bold lettering and a gentle colour palette pointing customers in the direction of chocolate selection.

On social media, beautiful photos displayed either ready-made treats or do-it-yourself recipe ideas, from Heston’s Chocolate Scotch Eggs to fresh takes on your roast lamb. And if you were looking for further inspiration, the high-end supermarket’s website was a melting pot for Easter ideas.

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“Less is more at Waitrose, and the supermarket’s refined edge was reflected in its in-store displays

over Easter. Social media was used to showcase a little more flair with stunning imagery to accompany its

posts. Overall the campaign was equal parts classy and effective – perfectly

on brand.”

Jon AstonDigital Director

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Easter 2019.Thank you

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*Information and images within this report are gathered from ITG research, third party resources and materials available in the public domain.