One unified vision of value
A clear and consistent proposition rolled out seamlessly across customer touchpoints.
Our work
Repositioning value for a changing grocery market
One of UK’s largest grocery retailers partnered with 2CV to reinvent its value range at a time when discount retailers were reshaping consumer expectations around price and quality.
The challenge was not simply to compete on cost, but to redefine what value meant for modern shoppers, creating an offer that felt accessible, credible and consistent with the broader brand equity.
Sector:
Retail & Grocery
Market:
UK
Expertise:
Brand Strategy, Shopper Insight, Proposition Development
The Challenge
As discount supermarkets continued to gain momentum, this supermarkt needed to relaunch its value range without creating perceptions of being “cheap” or low quality.
The business wanted to rebuild trust in its value proposition while protecting the strength of the brand and maintaining relevance with a broad customer base. The challenge was to create a value offer that customers would actively choose, not simply purchase because of price.
Our approach
We combined shopper insight, category analysis and brand strategy to develop a new vision for value within the grocery sector.
Our work included:
- Research into perceptions of value, quality and trust
- Shelf and store analysis to identify missed shopper cues
- Cross-functional collaboration with product, design and commercial teams
- Testing of messaging, packaging and in-store execution
This holistic approach ensured the proposition worked consistently across customer touchpoints and retail environments.
The Results
One scalable system
A framework capable of extending across categories, store formats and locations nationwide.
One platform for growth
A repositioned value range embedded at the heart of the retailer's offer, making value both accessible and desirable.
The bold decision
Rather than positioning the range around low prices alone, we helped the brand redefine value as a smart and confident choice.
By elevating design, simplifying communication and reinforcing quality credentials, we created a proposition that could compete with discounters while remaining true to the brand values.
The result was a value range built on trust, accessibility and desirability, not simply affordability.