Sainsbury's: The real story of Christmas
AMV BBDO
What were the objectives for the creative work?
Sainsbury's is one of the UK's biggest supermarkets and Christmas is a business critical time. In the 6 weeks to Christmas, retail sales at Sainsbury's are 20% higher than average.
Since the crash in 2008, life has been tough for British shoppers. Average discretionary income was £8 per week lower in January 2013 than it had been in January 2010.1
Figure 1: Monthly household discretionary income (average)
Source: Centre for Economics and Business research
This tough economic backdrop has seen the rise of...