How an idea helped make Sainsbury's great again (2008)
Best Integration
Campaign: How an idea helped make Sainsbury's great again
Brand: Sainsbury's Supermarket
Client: Sainsbury's
Agencies: Abbott Mead Vickers.BBDO
Authors: Tom Roach, Abbott Mead Vickers.BBDO
Craig Mawdsley, Abbott Mead Vickers.BBDO
Sainsbury's achieved a sales-led recovery and delivered £2.5 billion extra revenue by asking customers to 'Try Something New Today', encouraging each shopper to spend a little extra every time they shopped. Customers were 'sleep-shopping', in a rut with the things they buy and cook. 'Try something new today' gave customers simple new ideas to try. The strategy restored the effectiveness of Sainsbury's TV advertising, but more importantly it inspired Sainsbury's 150,000 staff to encourage customers to try new things. The success of this campaign has generated £550 million in sales over two years.
Judge's Comments:
Sainsbury’s was an excellent case that had a very clear objective to change people’s shopping behaviour and worked well across all channels. The idea for the advertising strategy was threaded throughout the organisation, from the internal managers to the external customers, and enabled Sainsbury’s to improve their business results.
Andy Gilson, Marketing Director, General Motors.