With the Back to Life campaign, Delhaize managed to finally counter the yearly drop of sales and market share in September. The retailer let go of its follower strategy and focused on its strengths: create value and meaningfulness for its customers. In the most price-sensitive month, Delhaize ramped up efforts to reinforce its differentiating health position and prevent customers from switching to discounters.
Whether you are a (new) challenger or a known leader, these days the winner takes it all. All the more so marketing and communications play a crucial role in defending or winning marketing share.