Landor Associates transforms Pick n Pay
3 December, 2007
Pick n Pay, one of South Africa’s most-loved brands, has undergone a total brand transformation by Landor Associates. Founded by Raymond Ackerman in 1967 and driven by moral principles of ‘customer sovereignty’ and ‘doing good is doing good business,’ Pick n Pay has grown into South Africa’s largest and most iconic supermarket chain
Faced with increasing competition from new international entrants and changing customers’ needs and profiles, Pick n Pay appointed Landor Associates
to work with all its agencies and to initiate a total brand review for the first time in the company’s 40 year history
Landor Associates worked closely with Pick n Pay’s senior management team over an 18 month period, focusing on driving and shaping change by defining a unique brand promise to customers
“ We looked at the need for and the degree of change required at Pick n Pay for them to achieve their future aspirations. As a result the brand promise “Inspired by you” has become the catalyst and carrier for change throughout the business”,
said Ian Wood, Director of Brand Strategy, Landor Associates.
Working closely with Pick n Pay’s other agencies, including WPP Group sister company Y&R South Africa, the retailer’s ad agency for the past 40 years, Landor has designed, specified or influenced all new manifestations of the brand to date. Landor continues to work with Pick n Pay to align people and
processes to the new brand positioning. From identity, ‘look and feel’, packaging, store design, literature, uniforms, staff training through to messaging and new product development – all business decisions going forward will focus on delivering the brand promise to customers.
Nick Badminton, CEO of Pick n Pay, says of the brand launch : “Pick n Pay is entering an accelerated period of change. The new brand, together with our business strategy, constitutes a renewed focus on improving the whole customer experience and re-energising the bond between Pick n Pay and its customers.”
The brand transformation, one of the biggest in South Africa’s history, will be rolled out across 400 stores over the next 24 months. The first 30 corporate stores – all flagship or high volume – and a further 25 franchise stores will be completed by February 2008, with all sites set to be completed by the end of 2009. “In my entire working life at Landor I have never felt that we have made such an important and significant difference to a client’s business. This project is a superb exemplar of our mission – to drive brand-led business transformation,”
Ian Wood. About Landor Associates
Landor Associates is one of the world’s leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive and dynamic than their competitors.
With 24 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BP, Cathay Pacific, Citi, Danone, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, the City of Hong Kong, HSBC, LG Group, Marriott Hotels & Resorts, Microsoft, Procter & Gamble and PepsiCo. Landor is part of WPP, one of the world’s largest global communications services companies.
For more information, please visit www.landor.com