Sainsbury's: How an idea helped make Sainsbury's great again - IPA Effectiveness Awards Case Study 2008

Brief Description: Sainsbury's achieved a sales-led profit recovery and delivered £2.5 billion extra revenue by asking customers to 'Try Something New Today', encouraging each shopper to spend an extra £1.14 every time they shopped. Analysis had shown that customers were 'sleep-shopping' and in a rut with the things they buy and cook. By using TV, press, radio and in-store advertising, Sainsbury's gave its customers simple meal ideas, which encouraged them to try new things and spend more on their shopping. The success of this campaign has generated £550 million in sales over two years. ;---(TAGS)--- Full Title: How an idea helped make Sainsbury's great again ; Number: 2008/35 ; Brand Name: Sainsbury's ; Client: Sainsbury's ; IPA_ProductCoding: Retail (Food retailers - supermarkets, convenience stores, health food retailers) ; Agency: AMV.BBDO ; Author: Tom Roach, Craig Mawdsley, Jane Dorsett ;