How Sainsbury’s promoted value to thrive in the retail downturn

This paper describes the "Feed your family for a fiver" campaign from UK supermarket chain Sainsbury's, which sought to redress high-price perceptions and grow sales during recession.

How Sainsbury’s promoted value to thrive in the retail downturn

Craig Mawdsley and Tom RoachAMV.BBDO

Recessions are particularly tough times for brands whose values are not exclusively about helping you to save money. There is usually pressure to act drastically, and marketing directors can feel genuinely torn between holding true to what made their brand a success in the good times and the lure of price promotions to hold on to market share in the bad times.

The UK supermarket sector is one of the world’s most competitive, comprising six strong, mass-market brands, all with high advertising spend...

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