Sainsbury's: Feed your family for a fiver
SNAPSHOT
Sainsbury's convincingly persuaded customers it was responding to the credit crunch by adapting an existing successful campaign for more straitened times.
KEY INSIGHTS
Sainsbury's took its highly successful brand idea of Try something new today' and fine-tuned it for the tough economic climate by creating a memorable and effective new campaign: 'Feed your family for a fiver'.
This played a significant part in showing customers that it was responsive to their changing needs in tough times.
The campaign led to strong sales uplifts and a transformation in the perception of the brand...