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 maked Sainsbury's great again; Number: 2008/35; Brand: Sainsbury's; Client: Sainsbury's; Product Category: Retail (Food retailers - supermarkets, convenience stores, health food retailers); Agency: AMV.BBDO; Author: Tom Roach, Craig Mawdsley, Jane Dorsett; Prize Winners: Gold, Best Integration (Adworks ref: Advertising Works 17)