Leader Price Réunion hit hard last March with a display and TV communication campaign which left its mark with its innovative character and its accuracy.. To renew your brand identity, the brand did not hesitate to shake up the classic consumerist codes of mass distribution.
Times are changing and the signature of the 2016 brand (“Happiness is in LP”) needed to be renewed. Leader Price is changing its brand identity at a favorable time when, in addition, the Covid crisis restores value to proximity, to sobriety and humanity, that is to say the brand’s own values.
“You are essential” proclaims the new signature. What Leader Price proves through this very successful campaign, it’s its own proximity to its customers. The positivity of the messages demonstrates a keen understanding of the audiences who frequent its stores. There is no doubt that consumers who shop at Leader Price recognized themselves in these portraits and in the arguments put forward by the brand to position its identity.. By addressing each and every (" YOU "), Leader Price Réunion is aimed at everyone and gives proximity a dimension that goes well beyond the practical side of nearby stores (“Take the right route”). Proximity, for Leader Price Meeting, also means human size of stores “so you no longer run through the aisles”. A size that favors a mode of consumption that goes “to the essentials” without any superfluous, and a shopping time (20 minutes) which “leaves free time”. The loyalty card and the mobile application ? Technology helps Leader Price make life easier and maintain loyalty with its customers.. Six messages that ring true : the positioning of the brand clearly emerges. As is its difference, and more particularly what sets it apart from its main competitors, hypermarkets.
Extra humor with Marie-Alice Sinaman
With messages based on experiences, on the real, no surprise that humor comes as reinforcement. For its TV campaign, Leader Price called on Marie-Alice Sinama, the favorite comedian of Reunion Islanders, capable of making young and old laugh with his paintings of daily life. An ideal ambassador to highlight the strengths of the brand and, here again, differentiate yourself from the competition.
