Delikatesy Centrum low prices for all

Poland’s highly competitive retail landscape is dominated by Lidl and Biedronka (Jeronimo Martins).

Delikatesy Centrum, a smaller player in the market, did not want to be a mere bystander. It wanted to disrupt their ongoing price war and significantly increase its own market share.

Our objectives were to drive a minimum 5% sales increase long-term, increase average basket value and transaction volume. Most importantly, we wanted to acquire new customers from competitor loyalty programs.

Our research revealed a growing "loyalty fatigue" among consumers and a desire for more flexibility. We identified an opportunity to offer a "third way" – becoming the first and only retailer to accept competitor loyalty cards.

Encapsulated in the campaign slogan "Low Prices Have No Owner", we told consumers they could enjoy the same or even better discounts at Delikatesy Centrum.

We accepted competitors’ loyalty cards, offered a competitive price guarantee, while also emphasizing the brand's Polish heritage and commitment to local communities and values.

The media execution involved a strategic allocation across a diverse mix:

• TV for broad reach

• Digital for targeted engagement

• Tactical radio for wide audience reach beyond store locations

• Print for a launch announcement.

Proprietary technology not only enabled competitor loyalty card acceptance but also tracked and measured their usage in real-time, allowing us to optimize our media spend and messaging based on actual consumer behaviour.

By flipping loyalty on its head, Delikatesy Centrum turned a bold idea into a movement. The campaign challenged norms, sparked conversation, and proved that innovation doesn’t always require complexity—just courage.