Ahorramas supermarket chain has requested beon. Communication a new strategic proposal which helped to transform the brand’s image and improve its positioning in the industry.
The objectives set by the client were very precise. The new proposal should maintain the essence of the brand values, based on the quality of their fresh products, the service quality, and the wide offer of brands. The aim, therefore, was to achieve the strategic challenges posed by the Ahorramas.
From these guidelines, the creative team at beon. elaborated a new proposal inspired by the true nature of things, their essence. An option that will not only highlight the brand’s quality products, but also the buyers’ experience. Focusing in the origins of things allowed us to associate products with a lot of positive concepts and experiences. Little moments make great days.” explained the creatives team at beon. Communication.
The new focus: “Ahorramas, lo bueno empieza aquí” (The best starts here) conveys the idea that enjoying the best selection and advice are key to a satisfactory experience. A positioning that reflects the importance of the quality that lies in the origin and essence of the job well done.
Ahorramas campaign
In order to present this new positioning to the audience, beon. communication created a 20-second TV spot with a longer version for internet and social media, and a new corporate web design with an aesthetic which follows the new branding philosophy.
Likewise, graphics were adapted to the point of sale, suggesting products for specific moments. The social media also reflected the new spirit of Ahorramas with specific actions and varied contents.
