Campaign details
Brand: Sainsbury'sAdvertiser: Sainsbury'sAgency: Gravity RoadCountry: UK
Campaign Overview
The world's first deaf-friendly supermarket
Sainsbury's wanted to substantiate its Live Well For Less promise by improving the experience of deaf colleagues and customers. It created 'Signsbury's'.
Strategy
The grocer wanted to make a bold statement about deaf inclusivity by showing how fun and easy it is to learn sign language.
Seventy-three percent of Britain's deaf people feel rejected by their hearing loss. A major reason is that so few people are familiar with British Sign Language (BSL), meaning many public environments feel...