Netto Foodstores Ltd

Netto is a Danish discount supermarket operating in several European countries. The UK business was acquired by Adsa in September 2011 but continues to operate across Europe. 

Main Achievements    

  • Designed and implemented the marketing engagement strategy (which included Television, Radio, Press, Door Drops, Outdoor and PR) programme tracking and evaluation systems.
  • Implemented a customer insight programme which subsequently led to the introduction of the strapline and campaign ‘It’s Scandinavian for Value’ – This defined the brand of the company and increased group sales by 14% in its first week. 
  • Introduced and enforced colour management, corporate and strategy guidelines ensuring brand consistency and best practice.
  • Developed packaging, POS and other marketing material for own-brand product launches.
  • Improved the response of leaflet performance by improved targeting with customer insight analysis.


  • Responsible for strategic planning and implementation of all marketing above and below the line, having full responsibility for the total Marketing budget of circa £4 million.
  • Creation of marketing campaigns including generating ideas, developing creative brief and editorial content, adhering to legal requirements, and sourcing suppliers for production and distribution.
  • Managing multiple agency contacts, internal teams and printers to deliver on time and budget.
  • Planning and buying media via multiple agencies covering Television, National and local press, leaflet distribution, outdoor and radio
  • Developed and managed new product development for all categories. Spanning product development, research, packaging and product launch.
  • Analysed and oversaw regional market feasibility and market entry strategy.
  • Handled all Public Relations and crisis management.