Case study

Shining the spotlight on Costcutter’s local heroes

The brief

The role of convenience stores has taken on even more importance to local communities during the COVID-19 pandemic and Costcutter Supermarkets Group wanted to shine a light on their independent retailers, who are going that extra mile during the crisis, to keep their shelves stocked with vital foods and everyday essentials, but also to provide support for their elderly and vulnerable customers and key workers.

The delivery

MCG undertook a comprehensive media relations campaign across the food and retail trade sector as well as with regional and local media, using the best examples of Costcutter retailers supporting their local communities. The stories were also shared on Costcutter Supermarkets Group’s websites and though social media channels.

The results

In 2 months, MCG achieved an audience reach of nearly 4 million in key trade titles including The Grocer, Convenience Store, Retail Newsagent and Retail Week, as well as broadcast coverage on BBC Radio 2, 4 and 6 and national coverage on Mailonline and a “Hail Your Heroes” nomination in The Sun for Doncaster retailer Kopi Kalanathan’s support for his local community through the Covid-19 crisis.

  • 4m
    audience reach