We've been having discussions using different commercials for the whole afternoon, and the Meijer private labels spot really stays spot on when it comes to communicating around store brands.
Contrary to what a lot of people (especially in retail) believe, I don't think most people want to buy the cheapest alternative on the market. Sure, Aldi and Lidl and notably Colruyt (in Belgium) have made it up to "the intelligent choice'. The hard discounters even gave people a reasonable anti-major brand argument. But even there you can find a lot of other arguments which might be just as important to consumers (simplicity, anti-capitalism, speed, anti-spending therapy,...).
Yet the price issue is often treated as the default starting position. Logical, since private labels don't really have any other arguments (except for a few notable exceptions with retailers who pull the quality card). So, working with what they've got, Meijer takes the price argument and makes it relevant again, in a very human and down to earth way.
Makes a change from the usual 'you'll be able to buy more', 'save up to blablabla at the end of the month', ... arguments.
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