It’s the story of the real winners and losers of Christmas - the story of how shoppers voted with their feet in those last few weeks when the fight for Christmas was really on.
It’s the story of Sainsbury’s success, with an idea that demonstrates a belief in the power of the brand to bring in customers and deliver growth, when everyone else was shouting about prices and deals.
With a campaign budget of [Removed for confidentiality] for November and December, our objectives were to:
- Win the hearts and minds of the nation; to
- Deliver the best ever Christmas results for Sainsbury’s
- Generate a 36th consecutive quarter of growth
They made a bold move to adopt a brand led approach, shifting the fight from a battle of price to a battle of emotion. This had big implications: shifting money out of promo into brand and away from paid to earned media, requiring them to think more like a publisher and create content people would actually want to spend time with.
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