Magazine article Marketing

Golden Jubilee Awards 2009: Marketing Communications

Magazine article Marketing

Golden Jubilee Awards 2009: Marketing Communications

Article excerpt

WINNER

Brand: Sainsbury's

Agency: Abbott Mead Vickers BBDO

'Try something new today' has been at the heart of Sainsbury's success for the past four years. It works by giving people simple, achievable recipe ideas that earn the retailer a little extra spend from them every time they shop.

Last year was earmarked as the year to build on the campaign's success and take it to the next level. But the emergence of the credit crunch and the subsequent changing of consumers' moods and shopping habits seemed to put this in jeopardy. After all, what use was an idea that was designed to get people to spend more going to be at a time when people were trying to spend less?

'Try something new today' had never been intended to shift Sainsbury's historically poor price perception. This was not a problem in the good times, but was fast becoming an issue among people who were beginning to shop at cheaper supermarket rivals.

From past experience, Sainsbury's knew that tactical communications focusing on price and deals were a relatively weak force in shifting price perception, and that communications would be needed at the brand level.

So the marketing team, with Abbott Mead Vickers BBDO, took this brand idea and fine-tuned it for the tough economic climate by building a strong, everyday low-price component into Sainsbury's food ideas.

They discovered that shoppers thought a family meal from Sainsbury's would cost much more than it actually did. So it decided to challenge this perception with the fact that Sainsbury's could help them feed their family for pounds 5.

The integrated 'Feed your family for a fiver' campaign aimed to offer people great-value meal items that came to a combined price of less than pounds 5. In all, 30 meals were created, including crispy fish pie and 'lovely lamb burgers'. They included a range of items, from the Basics to the Taste the difference labels, to show that Sainsbury's offers value right across the store.

To promote the meals, the retailer produced recipe cards and branded point-of-sale material. Above-the-line activity included TV ads featuring brand ambassador Jamie Oliver, as well as weekly magazine advertising.

Research showed buzz around the campaign from the moment it launched, with spontaneous recall from respondents. Tracking revealed perceptions of Sainsbury's value began shifting from the outset, and the campaign delivered pounds 203m in sales. …

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