Boots is targeting the “savvy savers” in its new value marketing campaign.
The playful 30-second advert captures the excitement of customers as they share their recent purchases and the savings they have made.
Set inside photo booth mechanic, the voiceover reinforces this message with the line, “Now that’s the smile of a savvy saver, the beam of bagging another bargain.”
The campaign runs until 11 February across TV, VOD, digital audio, DOOH, print, YouTube and social media.
Boots will use first-party targeting for the first time to directly reach customers who have purchased low-cost items in specific categories such as dental care, skincare, haircare, toiletries, or cosmetics within the past year. It will also target shoppers with an average order value of £5 or less.
As part of its Savvy Savers campaign, the retailer is offering 50% off big brands such as No7, Oral-B, L’Oréal, Colgate, Olay, Garnier, and Nivea, as well as up to half-price savings for its Advantage Card members on brands such as Champneys, SheaMoisture, Avène, Ted Baker, Cetaphil, Aussie, Eucerin and Vaseline.
Boots chief marketing officer Pete Markey said: “We know everyone loves bagging a bargain, particularly at this time of year, and at Boots we’re making it easier than ever for our customers to get the best for less.
“With great offers across both health and beauty, essential products at £2 and under, thousands of exclusive savings through Price Advantage and tailored offers on the Boots App, there are many ways that customers can spend less on the things they need.
“The new ‘Savvy Saver’ campaign celebrates that smart, shrewd mindset and the joy of finding the perfect product at the perfect price. Whether it’s a beauty essential, a healthcare must-have or a little treat, we’re committed to delivering incredible value across our entire range.”
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