Nectar set out four transformation pillars: a return to simplicity, an enhanced proposition based on better customer understanding, a digital and personalised future, and a new, bold and modern expression of the brand. The company streamlined key partners, embarked on a comprehensive segmentation project, and launched a new brand identity along with a radical new app. To communicate these changes, in October 2019, Nectar launched its biggest advertising campaign since 2002, encouraging customers to 'get their Nectar on'. The campaign was successful, with the new app topping the download charts on the day the TV campaign broke, and by the end of 2019, it had been downloaded over 3,277,900 times.
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