Essilor launches £5m independent campaign

Essilor has launched a £5m multi-pair promotional campaign which it said had been created to support and drive footfall into the independent sector.

The ‘Be a Modern Hero’ offer will enable independent opticians to buy a second pair of Crizal lenses in the same prescription at a 50% discount which practices can pass directly to patients, to boost multi-pair sales.

A media campaign run in conjunction with the offer will also include the first national TV advertising campaign for Varilux in 20 years, TV programme sponsorship and digital media support.

Essilor UK head of marketing Jonathan Cohen said an independent survey on the company’s 2016 multi-pair offer showed sales growth potential: ‘Sales increased for 72% of opticians and 41% who ordered multi-pairs reported double-digit growth.’