Grocery shopping and price comparison site, mySupermarket, is launching its first TV campaign dubbed ‘Eggs Aloud’ – a 30-second spot focusing on a 12-piece Welsh male choir of singing eggs. The campaign was created by advertising agency CHI & Partners.
It kicks off on 6 October 2012 across three terrestrial ITV channels – Central, North West and HTV – and runs for a three-week period.
Belting out the traditional Welsh tune ‘Men of Harlech’ – with a twist, a fridge door swings open to ‘Eggs Aloud’, who sing a rousing song about the many benefits of shopping online for grocery and beauty products, whilst nestled next to some household food favourites.
According to mySupermarket, the advertisement is designed to increase consumer awareness and consideration of the site, and will be supported with digital activity as the campaign progresses.
James Foord, vp business development for mySupermarket, said: “Since launching in 2006, we have seen fantastic growth with more and more people using us to be as savvy as possible with their grocery shopping, and saving huge amounts of money in the process. Now that we have established ourselves as one of the UK’s leading shopping and price comparison sites, we’re now heading offline to capture peoples’ imaginations and take the mySupermarket proposition to a much wider audience, in a witty, charming and memorable way.”
Rob Webster/Alexei Berwitz, creatives at CHI & Partners, said: “MySupermarket.co.uk is about to become a permanent fixture in households across Britain. We wanted to create a campaign that could do the same.”
The TV advert marks the launch of several initiatives from mySupermarket including Savvy Buys, a feature that gives consumers transparency on promotional offers across all the major stores, showcasing deals that have to be at least 30% cheaper than the average price has been all year.
A new shopping app is poised to follow plus a health-focused initiative launching on site at the beginning of next year.
Retail Times’ readers can check out the latest top selling grocery and health & beauty lines (by volume) at the top online retailers in our exclusive Top of the Shops report compiled in conjunction with mySupermarket.