Shufersal's regulars: the presenter Liat Harlev (Photo: Michel Khakiashvili)
Shufersal filmed the first campaign in a new comedy series centered on four types of regular customers of the chain.
New campaigns are not always interesting, but this time it is a campaign that will also be examined in light of the great conflict with Tnuva, which ended in a partial reconciliation in which some of Tnuva's dairy products returned to the shelves - while others will remain outside.
One thing is indisputable: the fight against the large milk producer did a great service to Shufersel's private brand, which starred on the shelves during the days when Tnuva's well-known brands were absent.
At the height of the struggle, Shufersal even granted a loan to the Golan Dairies, which were about to close, among other things, so that they could continue producing the private brand for them.
Even earlier, the chain had a battle with Unilever brands, which also asked to raise the prices of some of its brands.
This battle also led to increased exposure of the customers of the largest retail chain in Israel to its private brand.
Four local stars lead the series "The Regulars of Shufersal": the actress and comedian Liat Harlev, who plays the comic character of Irena in the commercial, the actor and comedian Oral Tzvari, the actress Usherit Sarosi and the actor and playwright Avi Dangor.
Even though it was the first time that the four new team members were photographed for the first time, the photo set included a lot of humor and laughter as the production members tried to control the great chemistry that existed between them all.
The new campaign centered on the story of the advertisement "Shufersal all for me" presents the relationships, friendships and chivalry between the characters in the studio where a branch of Shufersal was specially built.
The situations in the advertisement are very comical and include situations full of humor where each character represents a different typical customer - Shufersel's regulars.
Shufersal vs. Tnuva: what is returning to the shelves and what will be left out?
https://finance.walla.co.il/item/3544491
Shufersel's regulars: a campaign that is a comic series about 4 types of customers (photo: Goli Cohen)
The story of the brand in a comic series
Ziv Kesselman, director of the marketing and digital division of Shufersal Group
: 'The slogan 'Shufersal'.
Everything for me', conveys the whole story of the brand in a simple and clear way: Shufersal has all the services you as a customer need (from food and pharmacy chains, online, credit card, private label to the customer club).
" "Shufersal is much more than a supermarket, it is everything and everything She does it for her clients.
A series of characters representing our customers - the general Israeli public - were chosen for the new communication language.
In the humorous media language, we will present the portfolio of Shufersal groups' solutions," Kesselman added.
It seems that Shufersal is moving to a new strategic communications focus based on strengthening the added value it provides to its customers in the group's range of services: Shufersal's core activity is food retail through the Shufersal Deal, Shufersal My chains and Shufersal Express, alongside Shufersal Online, the largest customer club in Israel and the private brand.
In addition, in the last decade, Shufercell also expanded into the financial worlds with the establishment of the credit card arm and the purchase of Paybox, into the worlds of pharma with the establishment of the Be chain, into the worlds of tourism with the establishment of Shufersell Travel and many other areas of activity in the business and institutional world.
good to know (in advance)
A smart test reveals the risk of stroke - now on special sale
Served on behalf of Shachel
The new marketing strategy will strengthen the private brand Shufersal (Photo: No)
The marketing strategy will strengthen the private brand
The writing team for the series of advertisements was composed of the best writers of the advertising agency 'Glikman Shamir Samsonov' and Eretz Fahadal.
This time, Shufersal chose to emphasize in the new strategy the relative advantage and the value for consumers, where the essence of the new strategy is to strengthen the differentiation of Shufersal, as the leading brand in the retail market in an increasingly competitive arena both from the discount chains and from chains that emphasize the shopping experience.
Until today Shufersal operated with a strategy of multiple sub-brands and emphasizing the relative advantage of each one, but from now on the marketing strategy changes and moves to strengthening the Shufersal brand and creating a clear and new positioning for the brand.
Of money
Advertising and media
Tags
campaign
Shufersal
Liat Har Lev
Wonderful Country
advertising
Advertising
Marketing
Media
