Sainsbury’s Magazine

by SevenC3 Client: Sainsbury's

The brief

In a struggling grocery market, awash with complex price promotions and the likes of Aldi and Lidl starting to make inroads on a food quality proposition alongside rock-bottom prices Sainsbury’s faces challenges on a number of fronts.

Everyday low prices has started to have a positive effect so how now to reclaim and renew the “food mojo” of the brand?

Big Idea

Work closely with ATL and media agencies to develop a content proposition which adds depth, reach and inspiration to the ATL activity.

Develop bespoke content assets and distribution strategy for each campaign to reflect audience needs, comms objectives and overarching creative strategy – all through the filter of ‘Live Well For Less’

Strategy

A series of campaigns across the year (Cosy nights in, Christmas, Little Twists, Easter etc) which surprise and delight customers with new ways to cook and eat.

Original recipe creation and photography alongside food hacks and how-to’s.

A suite of articles, posts, videos and gifs to inform, entertain and educate.

Content partnerships and curation, with the use of influencers and UGC prominent.

Creation of campaign hubs at www.homemadebyyou.co.uk with a distribution strategy ensuring multiple access points across social, online and in-store channels.

Results

Sainsbury’s trading results have held up well in a highly competitive market, out-performing the traditional big rivals and ‘winning Christmas’ in 2015.

Campaign content creates engagement and inspiration with over 4.5mins spent on campaign content on Homemade.

Facebook posts regularly generate 100k+ views and hundreds of comments and shares.