All across Ireland, locally run shops are being squeezed out in favour of big international chain stores. In 2018, Londis tasked Huskies to help the retailer regain its rightful place in the heart of the community.
We wanted to understand and demonstrate the benefit of a ‘local shop’. So, as usual, we started by doing our homework. We drove the length and breadth of Ireland talking to shop owners, trawling through their sales data to find patterns in how local people shopped.
We found that each Londis shop was unique: Kilkenny buys more dog than cat food (odd for the county known for the Kilkenny Cats) while Longford buys the most marmalade, but the least bread. Let that sink in.
With these insights, we set about creating Local Like You, a TV and social campaign supported by a website where users could click on their county to see its particular shopping quirks.
Local Like You became a multi-award-winning campaign winning both ICAD and Kinsale Shark awards. It also won Best Advertising Campaign (Online/Digital) for BWG Foods at National Checkout Awards. Speaking about the campaign, Per Pedersen, Global Creative Chairman at Grey New York, said “In the age of Amazon, it’s nice to know that there’s still a local grocery that never runs out of fake tan, deodorant and tissue on school disco nights. I hope Londis will always be there for the locals.”