Sainsbury – it's always worth trying something new

Planned by: Craig Mawdsley
Agency: Abbott Mead Vickers BBDO


Sainsbury's planned to grow revenue by £2.5 billion – a huge and almost abstract target. We made it tangible by redefining it as an extra £1.14 per transaction.

This defied conventional wisdom. Previously, Sainsbury's had been trying to create a big change in behaviour amongst a small number of high-spending customers of other supermarkets. Now we proposed a small change in behaviour amongst a big number of existing and potential customers.

We discovered that people were 'sleep shopping' because they found supermarket shopping routine. They found shopping routine because cooking and eating was routine. We would earn the right to an extra £1.14 per transaction by building our brand around simple food ideas. Not clever recipes, but simple ideas for a rainy Tuesday night. We would move from buy to try.