Background
Established in 1990, Poundland is a UK based, value retailer with approximately 900 stores, and a turnover of c£1.5bn.
The Challenge
With ambitious plans for further growth, Poundland needed to ensure that brand strategy was fully fuelled by insight to help shape the brand proposition and inform optimal roll out across the estate and in communications.
Our Approach
Online discussion groups incorporating neuroscience techniques and a large scale quantitative survey among consumers who shop the value category covering, Poundland ‘Lovers’, ‘Haters’ and those who consider themselves ‘Ambivalent towards the brand.’ Traditionally a relatively polarising brand, in order to drive growth, it was important to understand what barriers would need to be overcome if seeking to convert non shoppers, whilst maintaining all the positives that drive a strong connection among the ‘Lovers’.
The Outcome
We worked with Poundland and their wider agency team to develop a brand proposition that fed directly into the Land of Poundland through the line advertising campaign. The TV ad can be seen below:
