NETTO

©Foto: NETTO ©Foto: NETTO ©Foto: NETTO ©Foto: NETTO

NETTO

Client: NETTO
Industry: Retail & e-commerce
Services: Communications Strategy | Strategic Theme Setting | Press Office | Consumer PR | Trade PR | Media Roadshow | Product Launch

Story

David against Goliath

In Germany, NETTO, the regional chain of discount supermarkets is regarded the smallest of its segment. To give its size a prospect and differentiate it more from its competitors, the company is repositioning itself in the German market with “MORE NETTO” – with us providing the strategy for its communications.

Strategy & Concept

True greatness comes from within

We use the relaunch to enhance its profile: NETTO is smaller than its competitors, so what? This supposed weakness of the discount chain we turn into its strength. Because whatever is smaller is also more agile, friendlier and builds confidence. So we shift the emphasis to what makes NETTO great: regionality, engagement and team spirit. In a nutshell, MORE NETTO.

Implementation

Small but NETTO

With an integrated PR campaign Public Link communicated the relaunch widely to all relevant target groups: externally to the trade media and consumers, but also internally to employees. The three powerful core values consistently formed the anchor for all PR activities.

In for a penny, in for a pound: MORE NETTO has the strictest definition of regionality. With its new RegioNah quality label the discount chain tags those products in its range that are sourced from regional producers. We supported the introduction of the quality label with consumer and trade PR – which included product mailings, radio PR and blogger cooperations – and in this way strengthened the positioning of the company even more as THE regional discount supermarket chain.

SPREAD THE WORD

“In future the local approach will be emphasised even further. Already NETTO generates 30 percent of its FMCG turnover in Germany with regional products.”
W&V



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