British VS Norwegian TV advert

The food retail market today is highly competitive. Primarily because it´s hugely needed by almost every inhabitant in both UK and Norway. The target market isn´t as specific as other brands and companies, but that doesn’t stop UK´s Sainsbury´s and Norway’s Rema 1000 from setting goals and strategies.  

                                                     

  

An extremely competitive market

 “(…) global studies have shown a 60% likelihood of buying a product when influenced by TV ads (…)” (Improve Marketing, 2020). According to marketingweek.com, Sainsbury´s had the highest supermarket spend on advertisement in 2015, with 4.6 million pounds (Hobbs, 2015). Compared to Rema 1000, with more than 1 million pounds (Genton, 2021). 

 

It´s essential for every brand first to set its value proposition. Ask themselves, “why should customers choose us and not them?”. Looking at TV commercials from Saisbury´s and Rema 1000, we can quickly recognise which is which. Their values, motto and most importantly, how they connect with their culture and population. In other words, UK and Norwegian TV adverts are pretty different. 

        

The UK is known for their talent in imagination and storytelling. An Advert by Sainsbury´s. Click on the pictures!

How Sainsbury´s connects with British culture

According to Forbes.com, 71% of consumers prefer personalised advertisements. (Morgan, 2020). Therefore Sainsbury´s always succeeds with their commercials. Their value is high quality; their motto is “helping everyone eat better”, and their branded products, “Taste the difference”. In addition, Sainsbury´s includes British nationality with old British well-known stories and culture, such as the Christmas pudding. This personalisation is an excellent strategy to help customers remember, trust and value the company.

 

       

 An advert based on a real 2. world war story between UK and Germany, represented by Sainsbury´s:

 

Norwegian advert strategy

Just as in the UK, personalising the adverts is essential. On the other hand, Rema 1000 operates in a different direction. The Norwegian population love themselves, but not as much as making fun of themselves and others. Rema 1000 is a perfect example. To emphasise and highlight its message, “The easiest is often the best”, Rema 1000 created a world for the customers to recognise and simultaneously make it a series the audience can look forward to. This strategy effectively influences the audience to share, discuss, and, most importantly, remember their message in similar "everyday situations".

 

 

                     

 "The easiest is often the best" represented by Rema 1000

The meaning and importance of branding

Clear goals and engage the audience most effectively to build up a brand. To do this, we first need to prioritise understanding who the customers are, where we want our brand to grow, and how the people and place need the brand. 

 

 

 

Genton, K. (2021). ÅRSRAPPORT 2020. [online] rema.no. Available at: https://www.rema.no/wordpress/wp-content/uploads/2021/06/20-REMA-1000-Arsrapport-2020.pdf[Accessed 25 Jan. 2023].

‌ Hobbs, T. (2015). Sainsbury’s starts the year with the highest supermarket ad spend. [online] Marketing Week. Available at: https://www.marketingweek.com/sainsburys-starts-the-year-with-highest-supermarket-ad-spend/ [Accessed 25 Jan. 2023].

 

Improve Marketing (2020). Benefits & Advantages of TV Advertising in the UK. [online] improvemarketing.co.uk. Available at: https://www.improvemarketing.co.uk/single-post/Benefits-of-TV-Advertising [Accessed 25 Jan. 2023].

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Morgan, B. (2020). 50 Stats Showing The Power Of Personalization. [online] Forbes. Available at: https://www.forbes.com/sites/blakemorgan/2020/02/18/50-stats-showing-the-power-of-personalization/?sh=8d21d882a942 [Accessed 26 Jan. 2023].

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Shastri, A (2022). Extensive Marketing Strategy of Sainsbury’s - 2022 | IIDE. [online] IIDE - the digital school. Available at: https://iide.co/case-studies/marketing-strategy-of-sainsburys/ [Accessed 25 Jan. 2023].