Agency: AMV BBDO | Authors: Bridget Angear and Rebecca Moody |
SILVER AWARD
Sainsbury's
A Recipe for Success
Management Summary
This paper demonstrates the contribution TV advertising has made to the turnaround in Sainsbury's business fortunes since 2000. It is an old-fashioned argument about the power of TV in effecting an attitudinal and behavioural change, resulting in sales uplift.
Econometric modelling shows that the Sainsbury's campaign featuring Jamie Oliver has delivered 1.12 billion of incremental revenue making it 65% more effective in generating sales than any previous Sainsbury's advertising modelled and delivered a substantial return on investment of...