Sainsbury's: The real story of Christmas

This case study describes how Sainsbury's supermarket in the UK maintained business growth in the face of a major recession and fierce competition.

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...

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