Boots targets 'savvy savers' with new value campaign

Using first-party targeting for the first time, Boots has launched a new marketing campaign to showcase the ways "savvy savers" can get the best value at the British retailer. 

As part of this, the high street chain will directly reach customers who have purchased low-cost items in specific categories such as dental care, skincare, haircare, toiletries, or cosmetics within the past year.

It will also target shoppers with an average order value of £5 or less. The new targeting methods, combined with a multi-channel approach, aim to reach all types of savvy savers, reinforcing the message that "you can find the best value for less at Boots".

Filmed using a photo booth, dubbed "Snap Your Savings," the new campaign captures the genuine excitement of customers as they share their recent Boots purchases and the savings they have made.

The script playfully reinforces this message with the line, "Now that's the smile of a savvy saver."

Pete Markey, Chief Marketing Officer at Boots, said: "We know everyone loves bagging a bargain, particularly at this time of year, and at Boots we’re making it easier than ever for our customers to get the best for less.

"The new campaign celebrates that smart, shrewd mindset and the joy of finding the perfect product at the perfect price. Whether it’s a beauty essential, a healthcare must-have or a little treat, we’re committed to delivering incredible value across our entire range."

The advertising begins today and will run until 11 February across a wide range of media, including TV, VOD, digital audio, DOOH, print, YouTube and social media.

In line with the campaign, the health and beauty retailer is offering deals including 50% off big brands like No7, Oral-B, L’Oréal, Colgate, Olay, Garnier, and Nivea this January.

It is also offering up to half-price savings for Boots Advantage Card members on brands such as SheaMoisture, Avène, Ted Baker, Cetaphil, Aussie, Eucerin and Vaseline.