Public Communications Agency

With a limited marketing budget and a only 20 stores in the North of England, the UK’s newest discount supermarket chain UGO was keen to increase footfall in selected stores across Yorkshire. UGO’s new ‘handmade in Yorkshire’ Bakery Products range offered an excellent opportunity to create consumer demand amongst shoppers. Public suggested teaming up with key regional newspapers read by those living in the vicinity of the selected stores and running a ‘free for every reader’ promotion.

Hull and Rotherham were chosen as trial stores and the Doncaster Free Press and the Hull Daily Mail newspapers ran the promotion ‘Free Bakery Products Bread Rolls for every reader’ reaching over 70,000 potential customers. Each paper supported the promotion with teasers in the run up to the promotion and front page flashes on the day the promotion went live.

On promotion day, UGO Rotherham recorded 103 redemptions and UGO Hull counted 158 redemptions. Sales of UGO’s Bakery Products range are increasing week on week and staff have noted a number of new faces in the stores following the promotion. UGO’s marketing team has consequently asked Public to deliver similar activity for its stores in the North West and North East.