Sainsbury – it's always worth trying something new
Planned by: Craig MawdsleyAgency: Abbott Mead Vickers BBDO
SUMMARY
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...