Sainsbury's & The Royal British Legion: Christmas is for sharing

This case study explains how Sainsbury's, the UK supermarket chain, used an emotional Christmas campaign to raise money for charity and generate sales.

Sainsbury's & The Royal British Legion: Christmas is for sharing

The toughest Christmas yet

The market was unprecedentedly tough - falling food prices coupled with an ongoing price war saw the large retailers battling it out to maintain market share from aggressive competition from both ends of the market.

"The sector experiences one of its toughest festive seasons amid growing competition from discounters (Aldi and Lidl) and upmarket grocers Waitrose and M&S"

(Traser McKevitt, Kantar Worldwide)

In addition to this, we were faced with the challenge of a 23% reduction in our brand spend versus 2013. This in the face...

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