Supermarkets and Social Media Advertising: Are They Getting It Wrong?

In today’s digital landscape, social media platforms like TikTok, Facebook, and Instagram have become key channels for advertising. Supermarkets have embraced this trend, ensuring that their ads appear on consumers’ screens while they scroll. However, the fundamental question remains: Does this strategy work? And more importantly, are supermarkets using it effectively?

The Current Strategy: Brand-Centric Advertising

Many supermarkets currently rely on brand-centric advertising, showcasing their corporate identity rather than highlighting specific products. It is common to see ads for major retailers such as Tesco, Auchan, or Carrefour simply reinforcing their brand name rather than offering a compelling reason for customers to visit their stores. While brand awareness is important, it does little to drive immediate consumer action.

The Missed Opportunity: Product-Focused Advertising

The more effective approach is product-focused advertising. Instead of merely reminding customers that a supermarket exists, the focus should be on what it offers at that moment. Supermarkets should leverage their advertising space to promote specific products that are either:

  • On Discount: Highlighting limited-time offers can create urgency and drive immediate visits.
  • Exclusive: Featuring products that are only available at a particular supermarket can enhance appeal.
  • Bundled with Added Value: Promotions such as ‘Buy One, Get One Free’ or complementary pairings (e.g., a coffee and pastry combo) can attract consumers.
  • Trending or Seasonal: Featuring trending products or seasonal items (such as Christmas specials or summer BBQ essentials) aligns with consumer demand.

Why Product-Centric Advertising Works

Social media thrives on engagement, and advertisements that feel personal and relevant perform significantly better. A post showcasing a discounted premium chocolate bar or an exclusive meal deal is far more likely to entice a shopper than a generic supermarket logo. Additionally, impulse buying is a major factor in grocery shopping—seeing an appealing product in an ad can trigger a spontaneous store visit.

The Data-Driven Advantage

With advanced analytics and AI-driven targeting, supermarkets have access to vast consumer data. Rather than serving broad, untargeted ads, they can personalise product promotions based on browsing history, past purchases, and local trends. A shopper who frequently buys organic produce should see ads for discounted organic vegetables, not just a supermarket’s name.

Rethinking Supermarket Advertising

The reality is that supermarkets are not fully utilising the potential of social media advertising. Instead of spending large budgets on reinforcing their corporate identity, they should shift towards promoting tangible, desirable, and time-sensitive products. Consumers don’t need a reminder that Tesco or Auchan exists—they need a reason to walk through their doors today.

By adopting a smarter, product-driven strategy, supermarkets can turn passive social media scrollers into active shoppers, ultimately driving sales and enhancing customer engagement.