Booths announces new brand initiative

North-west of England-based supermarket group Booths is rolling out new branding across its network of 28 stores.

As part of the new marketing initiative, revised signage, graphics and point-of-sale marketing is currently in four stores and will be introduced into the remaining 24 over the next 18 months. A new interactive website has also been launched that the store group says will be at the heart of its business, reflecting its aim to support the sustainability of British farming.

The store's relationship with local suppliers is underlined on the website, with video footage showing products being manufactured. Its relationship with Slow Food UK and the Prince’s Countryside Fund is also featured.

Senior marketing manager Sarah Burns said: “We wanted a website that told the tale of our producers and offered the knowledge and insights of our staff and buyers.

"Our blog signposts customers to what’s in season... how to match foods and wine or how to prepare an unusual ingredient. It’s all about sharing our enthusiasm and knowledge for great food and drink. Seasonality is core to our business.”