Six supermarket chains, six takes on sizzling summer content. We have a nose at the social feeds of the UK’s biggest supermarkets to find out which marketing teams are getting it right this year.
Marks & Spencer
Sticking with the signature style that has been working for the brand for the best part of a decade, M&S lets its food do the talking in the latest #SpendItWell ad. With close-up shots of its sumptuous food and evocative imagery of the Mediterranean and Middle-East, the video says all you need to know about summer at M&S – it’s going to be stylish and delicious.
Elsewhere on its social feeds, M&S has focused on Father’s Day, the Chelsea Flower Show and its inspiring ‘Make it Matter Day’ campaign.
People and family life are key to Asda’s brand messaging – a truth that shines through as plainly in the brand’s social activity as it does in its no-nonsense summer fun advertising. Asda does a great job of reaching out to its audience and keeping them engaged with human interest stories, ideas and interactive content. As well as pics of its watermelon bed linen and recipe ideas telling you what to do with its bumper packs of strawberries, there’s plenty of feel-good content connecting Asda as a brand with the people who work and shop there – like Rita and Stan and their friends at the Ashton-under-Lyne store.
Add to this pugs, GIFs, competitions and lots of weird garden gnomes and you’ve got a great mix of summer content. Asda’s customer service and attention shows in the comments feed – the praise and encouragement from its engaged audience far outweighs the criticism which seems to be the norm on supermarket’s social feeds.
As always, Waitrose’s summer content maintains its focus on its premium, responsibly-sourced ingredients. (Cracked black) peppered with occasional HD drone footage of free-range chickens roaming free and watercress being harvested, the brands social content mostly features mouthwatering recipe videos. People feature rarely in Waitrose content, the emphasis is always on the food itself. Everything looks clean and restrained and the high production values perfectly reflect the quality of the brand and its produce. Those who are looking for more human interest and offbeat humour could head over to satiric Facebook feed “Overheard in Waitrose,” where people frequently post gems like: “Daddy, does Lego have a silent ‘t’, like merlot?” and “Simon, don’t get the basic houmous, you’ll make a laughing stock of me.’
Launched back in January, Tesco’s ‘Food Love Stories’ signifies a move away from promoting brands and products towards a focus on the quality and care that goes into the meals prepared by its customers. According to Marketing Week, Rather than being a short-lived campaign, it is intended to be a “platform Tesco plans to use in the long term.” The meals change season by season, “depending on the mindset of the customer.”
With wholesome recipes, tips and summer twists on the “Love Food Stories” campaign popping up everywhere, Tesco’s sun-drenched social feed is uplifting and inspiring. By telling stories and making its marketing all about people, Tesco’s change of direction has seen it become less big brand, more big family.
Simple and effective, Sainsbury’s current #LivingWell campaign is focused on not just eating healthy food – but enjoying it. Zesty and colourful with a great humorous tone of voice, Sainsbury’s social accounts are packed with ideas and inspiration for those lighter meals we’re more inclined to eat when the sun is shining.
After years of working with health crusader Jamie Oliver, Sainsbury’s posts stand out for featuring a mix of kid-friendly, veggie, vegan and gluten-free meals as well as global-inspired food, shoppable fashion and stylish homeware.
Taking a simple, honest approach to its social strategy, Morrisons largely uses its social feed to showcase its offers and products, but also offers its followers no-fuss recipes, entertaining blog posts and plenty of competitions. While most of the summer content currently on the brand’s Facebook page is promotional relating to barbeque food and drink, Morrisons is particularly good at engaging with its followers, the header image on its Facebook page advertises ‘our social team are available every day from 8am to 11pm’. It also deserve an honourable mention for its wholehearted approach to Father’s Day.
It’s hard to say which supermarket is doing the best job with its summer content marketing – each seems to have nailed the approach that aligns best with what we know about their business objectives and brand values. If we had to pick we’d go for Asda; the brand’s frequent posts, quirky tone of voice and innovative use of interactive and feel-good content has its loyal and engaged audience singing its praises.