For the second year running Nisa has made a significant investment in its consumer marketing and brand building after producing a brand new television advert by TLC Marketing. The national television campaign will launch on 26th December 2011 and run until 22nd January 2012 and has been designed to increase customer footfall into Nisa stores, help to build the Nisa brand and also recruit new members to the business.
Consumer advertising has been a key driver for the Nisa business in the past year and over£2million will be spent on television advertising in 2012. The theme of this year’s advert is ‘Big Night In’ which capitalises on those consumers who are staying at home. The advert communicates to consumers that their local Nisa store is not only great for convenience and top-up shopping, but also caters for meal tonight solutions.
The ad creative has the same look and feel as the debut TV advert from 2010 and is designed to build synergy and consumer brand recognition. This is reinforced with the female part in the advert being awarded to the actress who played the ‘mum’ in Nisa’s first advert, with the husband buying the products to create the evening meal of spaghetti Bolognese.
Carey Trevill, MD at TLC Marketing UK, comments: “The new TV campaign will run across mainstream TV channels at peak times, with a strong call to action designed to drive shoppers into Nisa stores.”
The advert was filmed at a brand new Nisa Local in the North East town of Washington, which hosted the 30 or so crew including the Nisa team, agency TLC Marketing and production company Th1ng, all of which were at the helm during Nisa’s first TV campaign.
John Sharpe, managing director of Central Distribution Trading & Logistics commented, “When we embarked on television advertising it was important to get the advert to reflect the Nisa brand and also use it as a tool to drive more customers to Nisa stores. This was achieved in the first advert so it has become more important for us to reflect this again in our second TV creative. We are really pleased with the look of the advert and we are confident that it will help to drive more members to Nisa stores.”
John Heagney Group Symbol director commented “The store we chose for the Nisa TV advert was perfect. Its size, location and friendly owners, Bob Singh and Soni Rai, were all vital ingredients which made the advert possible. The 3,000 sq.ft. state-of-the-art store sells a comprehensive range of products and provides a selection of services, including a Post Office facility. The Nisa Local opened the Thursday after the television advert was filmed and we are working closely with them to help create a great customer base for the store.”
During 2011 Nisa was on television throughout January and February and again in September and October.
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