Key results

  • 22,000 poster views each week
  • 1.8m radio ad impacts
  • Press reach of 53,000
  • Above average click through rates via WalesOnline
  • High coupon redemptions
  • 4x increase in social reach
  • 2.5x increase in social engagement

Project outline

The main objective of this campaign was to drive awareness and footfall into the company’s Bryntirion store, after its reopening following a devastating fire that forced its closure in April 2019.

Working closely with the management team at Filco Supermarkets, we meticulously planned out and executed a three-phase marketing strategy in the weeks leading up to the re-opening, on opening day itself and post-opening to keep the momentum and secure market share.


Filco is a results-driven business and the results speak for themselves. Total reach for the campaign exceeded 455,000 people across multiple channels with a cost per ‘reach’ of just £0.05. Footfall into the store on opening day was overwhelming, with queues forming around the building before the doors even opened! Shoppers have continued to visit, with average basket spend increasing in the months since the store reopened in November 2019.

About Filco

Filco Supermarkets has been in business for over 70 years and is ranked ninth in The Grocer’s ‘Top 10 Convenience Store Operators’ with an annual turnover of £20m. It remains a family-run firm with nine stores located in South Wales. Filco Supermarkets is a member of NISA which enables them to offer the lowest possible prices and the best quality products – from fresh fruit and vegetables to locally sourced produce.

Marketing activity in this campaign:

  • Social media content – design & copywriting
  • Facebook Ads
  • Print and digital press advertising
  • Press release copywriting & media relations
  • Website takeover graphics
  • Poster site advertisements
  • Digital ‘Ad-Van’
  • Promotional leaflet design & distribution
  • Radio advertising

The team at Design Workshop are responsive, adaptable, reliable and a pleasure to work with. They have taken our requirements and developed a coordinated set of marketing materials, enhanced our social media presence and boosted our online profile. We couldn’t be more pleased with the outcome, so much so, we’re continuing to develop our business with their assistance.


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