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Sainsbury’s – How an idea helped make Sainsbury’s great again
Tom Roach, Craig Mawdsley and Jane Dorsett, Institute of Practitioners in Advertising, Best Integration & Gold, IPA Effectiveness Awards 2008
The "Try something new today" campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a period of slowing growth.
The "Try something new today" campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a period of slowing growth. Research showed that supermarket shoppers were largely "sleep-shopping" - that is, in a rut when it came to the products they bought. Most wanted simple ideas to inspire them to try something different, and "Try something new today" aimed to combine this idea with Sainsbury's aim of earning a little extra spend (around £1.14) from its customers every time they shopped. The campaign also sought to demonstrate to the company's staff what was required to achieve the financial aim of earning one more item in every basket. The "Big Idea" behind the campaign helped produce £137.5 million in profit over two years, entirely separately from the sales effect of the advertising. The company's Chief Executive, Justin King, has also credited the campaign with inspiring Sainsbury's entire business, as well as making a forceful impact among consumers.
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