Sainsbury's - Feed your family for a fiver: how a communications idea helped Sainsbury's through the recession

With the onset of the global economic crisis Sainsbury’s had a problem: the misperception that it was more expensive than other supermarkets.

Sainsbury's - Feed your family for a fiver: how a communications idea helped Sainsbury's through the recession

Principal Author: Tom Roach – AMV BBDOContributing Authors: Jane Dorsett and Craig Mawdsley – AMV BBDO

EDITOR'S SUMMARY

This is a paper that celebrates a brilliant piece of thinking, that appears at first to be a price promotion, but is in fact so much more. With the onset of the global economic crisis Sainsbury's had a problem: the misperception that it was more expensive than other supermarkets. They created a new brand communications campaign to help bring price perceptions in line with...

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