Boots goes big on revamped Advantage Card scheme with £3m campaign

One of the UK’s most iconic loyalty schemes is getting an upgrade, and its first TV commercial, as card holders now get instant access to lower prices on over 400 products.

Boots has aired its first-ever TV advert dedicated to its Advantage Card, raising awareness for its new Price Advantage Scheme.

The original scheme allowed shoppers to reclaim their points at the checkout, but the new ‘Price Advantage’ lets members access products at exclusive instant lower prices, and to date has saved shoppers over £7m, according to the retail chain.

Initially introduced with 150 products in stores, last month the scheme expanded onto the website and was also rolled out across over 400 products in the health, beauty and baby categories at Boots.

The 20 second TV advert aired for the first time this week and is supported by radio, digital OOH, paid social activity, and print executions across national press titles and magazines.

Pete Markey, Chief Marketing Officer at Boots UK, said: “Price Advantage was born following customer feedback, with many telling us that they would like to receive immediate benefits through their Boots Advantage Card, as well as being able to save up points and treat themselves in the future. To spread the word, we have invested in our biggest marketing campaign for Boots Advantage Card, with a £3m investment across April and May.

“Having launched at a time where people may be feeling the pinch, the creative idea is centred around the delight Price Advantage brings as its ‘bursts’ with savings that help people get more out of life for less.”