New Store Opening, Cheltenham

Objectives

Introduce this whole food brand to a totally new local market to ensure, once opened, it traded strongly.

Strategy

We identified key stakeholders from potential employees and suppliers to potential shoppers and implemented a detailed programme over six months to engage with them. Tactics included a Junior Chef competition, primary school competition, working with local charities, theatre, music groups, sports teams, business people and VIPS. A key element of the strategy was to partner with local media to ensure uptake of the editorial news feed.

Results

• 150 people queuing to get into the store on opening day
• media coverage worth more than £55 000 on opening day alone, including local TV and radio,
• fantastic engagement on social media
• traffic jams to get into the retail park