Shelves don’t lie

THE MISSION

All across Ireland, locally run shops are being squeezed out in favour of big international chain stores. In 2018, Londis partnered with Huskies to regain its rightful place in the heart of the community.

The solution

We wanted to understand and demonstrate the benefit of a ‘local shop’. We requested the sales data from every store, and we trawled through to find patterns in how local people shopped.

The results were fascinating and told a story 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 multi-platform campaign including a website where users could click on their county to see its particular shopping quirks.

THE IMPACT

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.