What companies say in their advertisements can be a good
guide to what matters to consumers.
The holy grail of a good advert is to be eye-catching,
relevant, and persuasive. It has to stand out amidst the hundreds of
advertising messages with which we are bombarded every day, it needs to address
an issue that matters to consumers, and it has to affect behaviour, either by
reinforcing the rightness of a decision made, or encouraging a change in what or where a
product is bought.
It is therefore interesting and instructive to see what the
big advertisers are saying. That is not to suggest that they always get it
right – frequently they do not, but, most advertisements are the result of
thousands of hours spent listening to consumers and crafting messages which
will appeal.
Many supermarkets have jumped on the British bandwagon in
the wake of the horsemeat scandal. The IGD (Institute of Grocery Distribution) tells us that trust in food manufacturers and
retailers was dented by the issue, and their most recent research shows
increased consumer interest in buying British with the proportion of people
saying that “it is not important to me to buy British” dropping from 45% in
2007 to 22% in 2013.
Morrisons, as indicated by the advert above, have clearly decided, in the wake of the scandal that
their unique position of buying direct from the farm and owning their meat
processors, and their commitment to buying British beef, lamb and pork gives
them a one up on competitors. They are undoubtedly right. So their message is
relevant. Where it starts to fall down is that the way they say it is complicated.
Consumers might ask themselves what exactly is meant by. Morrisons headline is “All
the fresh meat we prepare in store is 100% British, 100% of the time”, but
consumers might ask themselves questions like how much and what meat exactly is not prepared in store, and they will be
none the wiser if they take the time to read all of the words in the advert.
Morrisons also advertise the quality of their fresh food, as
indeed they have done for some years.
The Coop takes a simpler approach to buying British with the
headline – “All of our fresh beef is reared on British farms”.
And the Coop combines buying British with animal welfare in an
advert saying that “All our fresh chicken is reared by British farmers to
higher welfare standards”. Again, though, consumers might ask themselves what
exactly is meant by higher welfare.
Which is not to say that price is unimportant. ASDA take the
no holds barred approach – “We are 10% cheaper or your money back.”
Sainsbury by contrast go for the softer sell. Their message
combines quality with a price, hence the beautifully photographed pictures with
a teeny tiny reference to the price, so small it could easily be missed. It is
difficult to criticise Sainsbury, their track record of growing sales and
profits is sound. But perhaps here they are overly subtle.
What can we conclude?
Price will remain important to consumers but so, increasingly, will quality
and provenance.
