ABOUT

The goal of the campaign was to relaunch Dia as a modern brand, with fresh, attractive price/quality ratio private-label assortment. Generate awareness of the change, build traffic to the stores, increase the frequency of visits and the value of medium purchase.

Dia was perceived as an “old-fashioned”, not dynamic, and low-quality (but cheap) brand. Majority of people didn’t see that Dia was changing itself for the better. In addition, in the past, private label brands were not so important for Dia – the main focus was not on their quality.
As the biggest chain of convenience stores in Spain, Dia positions itself as “COMPANION OF THE DAY” (Archetype of Regular Guy/Everyman). “Dia wants to make your day better – it wants to ease your day, help you to be smarter, support you when you need it.” It’s not possible to keep that promise without a good offer of quality products at attractive prices.

Therefore, our main goal was to convince consumers that Dia is changing, aims to follow its positioning and introduces new quality private labels, so it is worth shopping there.
Another challenge was to join under one brand umbrella hundreds of private label brands, so the consumer knew where to find them.

Even though the consumers have inborn curiosity to try new products, they often stay distanced to the offer of the brand they had previous negative experiences with. To convince them, we created a campaign based on a simple consumer insight: “The best quality is proven/checked”, to show Dia is strongly improving its quality and offer by testing the products very carefully, checking all aspects to make their clients satisfied.

By using a simple, symbolic idea that quality is born based on testing, improvements, working on products, we wanted to attract consumers to become interested in new products with modern formulas and design. They were supposed to be the carriers of new perception of Dia brand – they were to present, symbolize the context of “new change”.

Since the process of product development, testing and working on them is not anything spectacular, we wanted to present it in a humoristic, interesting, and engaging way. Hence, we created “Laboratorio de Calidad DIAria – Everyday Quality Lab”, to present new, varied products – their values, features or design – for different consumer groups.

We have created an idea of a laboratory – an abstract place where two wacky scientists „test”, „experiment” and play with DIA super brands, to underline product features with memorable, lighthearted sketches. The dynamics between two brand heroes – one a typical crazy scientist, second, a more rational individual, allowed us to create a „Rick and Morty” character relations and approach products from different perspectives. Using wordplay and cultural references linked to products, we were able to cater all marketing needs without forcing our communication and using too much „marketing slang”.

The campaign was executed on several media platforms including TV communication with 30s and 10s spots, radio spots, digital and SoMe materials focusing on price offers for consumers, in-store materials to communicate the campaign and offer at point-of-sale, as well as in regular weekly printed leaflets.

This campaign allowed us to unite under one umbrella all brands and communicate them effectively - from yoghurts to ice-cream, from frozen veggies to beer, tuna cans or Hola Cola drink. Products that had never been on sale before, have surpassed our expectations at their launch time. We saw uplift factors up to 15 times more, with an unprecedented impact on the traffic to the stores, increasing the net sales of the categories between 12-15% in an extremely competitive environment. More than that, the newly launched private label (Superbrands) campaign drew people’s attention and re-established Dia retail chain as a serious, price-attractive, modern convenience store set to redefine the quality level of the private label products offered to its customers.

The campaign budget was 2.5 mil EUR, divided 50% to traditional TV 35% to digital and digital new media and 15% to radio.