Nectar kicks off campaign for new-look loyalty scheme

Nectar is launching a major marketing campaign to promote its latest revamp, and introduce its new “get your Nectar on” strapline, designed to encourage customers to start thinking about Nectar before they shop and checking the app to ensure they get the best offers.

Devised by Iris, the campaign will run across TV, print, radio, social and digital media, and features a new brand “character”, dubbed the Droplet, that morphs into the Nectar logo.

The activity aims to ensure customers never miss another point by driving them to download the new app and check it before shopping. The new app features tailored, weekly offers personalised to customers.

Under the new-look scheme, customers are sent a range of points-boosting offers based on their shopping habits every Friday. Shoppers can view all of their tailored offers on the website or app, where they can “save” the ones they want to use before shopping.

Sainsbury’s, which bought the programme from Aimia last year for a knock-down £60m, announced back in May that it was planning to roll out a new digital format following trials in North Wales and the Isle of Wight.

The new-look app was officially launched last week.

The 30-second spot has been directed by Agile’s Noah Harris, who has previously worked on music videos for the Gorillaz and Julio Bashmore, and features the Harry Belafonte song Jump In The Line. The voiceover states: “Never miss a point from the handy new Nectar app. Download it now and get your Nectar on.”

Nectar managing director James Moir said: “We’re delighted to be unveiling a new world of Nectar to our customers, making it easier than ever before for them to get the most out of our hundreds of partners and rewards on offer. During the trials, we listened to what our customers want and how they like to receive offers, in an increasingly digitised world. This led us to a change in direction for the Nectar scheme, enabling our customers to have a much more personalised experience with offers that are completely unique to them.”

Iris executive strategy director Chris Whitson added: “Everyone knows Nectar and everyone has deep routed perceptions of what the programme offers. This campaign aims to change those perceptions and encourage customers to get more back every time they shop by actively engaging with the new app before they’ve even left the house.”