CAMPAIGN | CROSS PLATFORM CONTENT

When I inherited L&M, it was a 1.4 share brand in the discount category. By turning this brand from apologetically cheap, to smart, savvy and thrifty, I was able to push this brand to a 4.7 share. In this category, one tenth of a share point is 100 million bucks. That’s 330 million in growth. Here’s how we did it…

We started with a great tagline. It Only Tastes Expensive. Then we built a website around the idea that you don’t have to spend a lot to live richly. In fact, you feel a lot smarter if you don’t. So we went to work creating hundreds of ways to live more richly without breaking the bank. We made it fun. And our audience joined in and generated more ideas while the brand grew.

Best for Less was so successful, we added an archive and called it The Taste Collection.

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We went even further with giveaways and promotions, and gamified coupons by making them a scratch-off surprise, so you could save 50¢, or a couple bucks. Our audience loved it. So much so, that we were told to slow down because while growing the brand is great, we were dangerously close to growing the discount category. And that’s something we seriously had to weigh.