K-Mart had already adopted an EDLP (everyday low prices) model but it took this campaign to translate the message effectively and gain the market share they were looking for. Campaigns like this obviously don’t happen by accident and the combination of some intense market research by Forethought Research and the creative input of Belgiovane Williams Mackay (BWM) produced an award winning campaign.
The big plus was that this achievement was scored during a time of retail downturn. Wesfarmers had seriously considered whether K-Mart should be closed down. It is comforting to know that, given the right research and marketing input, success can be achieved. Now, I wonder if that would work on a certain public retail market?