Client Stories – Superdrug & Loyalty Card Marketing

Bay Media has been privileged to work with Superdrug, one of the UK’s largest health and beauty retailers, on two separate occasions to promote their loyalty programme. The first campaign took place in 2019, followed by a second one in 2022. Both campaigns aimed to increase adoption of their Health & Beautycard, promote its benefits, and drive customers to Superdrug’s top 100 stores across the UK.

We’re looking back at these campaigns to find out how Superdrug used out-of-home advertising as part of a successful loyalty card marketing campaign.

Our Collaborative Approach

Working closely with Superdrug, we were provided with a list of their top 100 stores and an assigned budget for each campaign. Using this information, we identified the best out-of-home advertising sites in close proximity to these stores, ensuring maximum reach and impact. 

Each campaign utilised all three of our formats – lamppost banners, raised 6 sheets, and AirDressing – to engage with Superdrug’s target audience in various cities, towns, and contexts.

Superdrug AirDressing displays (2019 & 2022)

Distinctive Designs

The designs for both campaigns featured Superdrug’s bold magenta and lime-green colours, as well as white, on a black background. This vivid, retro style is excellent for drawing attention and ensuring ease of reading. Clear call-to-actions reinforced the message, while references to prize draws and app downloads generated additional interest. 

The 2019 campaign focused on promoting a major prize draw, while the 2022 campaign highlighted the benefits of Superdrug’s highly rated app and its digital card features. The designs represent excellent examples of loyalty card marketing thanks to their clear messaging and call to actions.

Superdrug 6 sheets in Dundee & Sunderland (2019)

Campaign Impact

The large number of lamppost banners, raised 6 sheets, and AirDressing sites used across the UK for both campaigns proved to be highly effective. Lamppost banners targeted pedestrians on high streets, 6 sheets engaged motorists and passersby 24 hours a day, and AirDressing sites in shopping centres reached shoppers near Superdrug’s top 100 stores.

The success of the first campaign led Superdrug to choose our services again for their second campaign in 2022.

Superdrug lamppost banners in London (2019 & 2022)

Sustained Success

Bay Media is proud to have contributed to Superdrug’s Health & Beautycard campaigns, helping to increase awareness and adoption of their loyalty programme through effective loyalty card marketing. We look forward to the possibility of future collaborations, and we are confident that our out-of-home advertising solutions will continue to provide Superdrug with the reach and impact they desire.

By working together, we can help Superdrug strengthen their relationship with their customers and encourage more people to experience the benefits of the Health & Beautycard loyalty programme, ensuring continued success for one of the UK’s leading beauty and health retailers.

By strategically combining multiple advertising formats, such as lamppost banners, raised 6 sheets, and AirDressing, we were able to maximise visibility and capture the attention of Superdrug's target audience in various environments and contexts.

Bay Media are a leading out-of-home advertising company with a strong presence in the UK and Europe. As the largest provider of lamppost banner advertising in the UK, we also offer impactful roadside posters and eye-catching large hanging banner displays in shopping centres. Our advertising solutions help businesses like Superdrug reach their target audience and achieve their marketing goals.

Get in touch with us to discover more about how we can help your brand shine.