Booker has launched a new strapline for its Premier symbol group package as it continues to revamp its image after its acquisition by the Icelandic retailer Baugur.
The strapline, ‘Premier, a great deal more from your local store’, forms part of a wider strategy to raise the profile of Booker’s symbol group retailers.
It will appear on all consumer communications, including promotional leaflets and press ads, and will also be stamped on retailers’ carrier bags.
Steve Fox, head of Booker’s Premier scheme, said: “We want to communicate effectively to consumers the quality and value on offer from stores.”
Booker’s new chairman and CEO Hans Kristian Hustad will unveil the changes taking place to create “New Booker” to 500 depot managers and senior staff in Birmingham on June 14.

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