Budgens flies the flag for St George
Supermarket chain to promote English meat offer
Supermarket chain Budgens is to relaunch its fresh meat offer exclusively sourcing fresh beef, lamb and pork from English stock.
The relaunched range will appear in store on April 15, in time for
St George’s Day on April 23 and coinciding with a campaign by trade group the English Beef and Lamb Executive’s (EBLEX) to drive consumption of English meat.
With no presence in Scotland or Wales, Budgens is aiming to capitalise on its profile as a local retailer, and will be the only supermarket able to make the 100 per cent English claim.
Packaging has been redesigned for the whole range to highlight the meat’s origin and, with support from EBLEX and suppliers Kepak and Adams, a major in-store campaign will run through all Budgens’ corporate and franchise stores, focusing on the message [i]100% Guaranteed English, 100% Guaranteed traceable[/i].
[img r]budgensenglishpromo2.jpg[/img]The campaign will be supported with promotional POS material including shelf barkers, posters and hanging cards. There will also be a dedicated insert in Budgens’ price leaflet with information on meat quality and highlighting promotional price offers. Over 1m leaflets are distributed every two weeks both in store and by door drop.
Additional marketing support includes full page advertisements in national press, local publicity, web support and campaign- branded material, while customers will be able to send away for a free meat recipe booklet.
Steve Carter, Budgens fresh food controller, said: “Budgens is not a national chain – all our stores are in England – and we are small enough to be able to guarantee 100 per cent supply of quality English fresh meat.
“In addition to giving us a real point of difference, it also gives us a reliable source of consistent high quality, which is paramount for our consumers. Our fresh meat sales increased by 11 per cent when we moved into 100 per cent British meat and I’m confident that this latest move to English will deliver further impressive increases.”
Chris Leeman of EBLEX said: “Budgens’ initiative sits well with our own strategy of differentiating the supply base down to individual countries and we believe it offers enormous marketing potential that will drive sales and raise the profile of quality meat.”
