Sainsbury's: Feed your family for a fiver

Sainsbury's is the UK's longest-standing major food retailing chain, having opened its first store in 1869.

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...

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