Costcutter Supermarkets Group is one of the largest and most respected convenience store brands in the UK

In early 2013, Costcutter Supermarkets Group commenced a major shift in strategy, with the announcement to separate from long-term supply partner Nisa.

In doing so, CSG had 18 months to re-design the business and operating model, create new strategic partnerships, create a JV and launch an entirely new own label brand.

Whitecap was assigned for 18 months to help develop and implement the new brand and marketing strategy for Costcutter, Mace and kwiksave retail brands for all external and internal collateral through traditional and digital channels, rebuilding the marketing team and launching the new ‘Independent’ own brand across 500+ product lines.

“Richard joined the company at the start of a full business transformation programme. He very quickly made an impact by being able to contribute strategically and at the same time providing tangible deliverables. He brought knowledge, capability and energy to the team in a very demanding situation.”

Darcy Willson-Rymer, CEO Costcutter Supermarkets Group

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