Helping millions of Sainsbury’s customers ‘Live Well’

The Challenge

2017 saw Sainsbury’s launch a fresh new campaign that aimed to re-establish itself as the supermarket that helps people to Live Well. How? With a bold, energetic tone and distinctive look and feel – and moments that everyone can relate to. As Sainsbury’s CRM partner, we had to turn that big idea into meaningful 1-2-1 programmes to get people shopping in Sainsbury’s even more.

The Insight

A key ingredient of Living Well is food, and the way it makes us feel. Getting the family round a table for Sunday lunch. An impromptu BBQ. Baking a cake with the kids. Food enriches our lives, but it does so in different ways for different people and at different times of the year.

The Solution

Using customer data and shopper insights, as well as known seasonal peaks and key calendar events, we made a ‘Remarkable’ difference by creating relevant and timely food moments that demonstrated to individual customers how Sainsbury’s could help them to ‘Live Well’ throughout the year.

The Idea

Whether sending highly personalised DM, or targeting people through social channels, the core thought at the heart of all our activity remained the same: show how Sainsbury’s can help a customer to Live Well at that point in time. Among other things this led to little pick-me-ups in oh-so-blue January, an Easter surprise and free daffs, pancakes and pumpkins when the time was right.


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