Sainsbury’s – How an idea helped make Sainsbury’s great again

The "Try something new today" campaign for Sainsbury's had two primary goals: delivering an additional £2.5 billion in revenue, and helping Sainsbury's achieve a sales-led profit recovery after a period of slowing growth.
Agency: AMV.BBDOAuthors: Tom Roach, Craig Mawdsley and Jane Dorsett

Sainsbury's – How an idea helped make Sainsbury's great again


This case goes further than showing that advertising can 'work', that it can deliver profitable returns, or that integrated communications can work more effectively still.

It isolates the value of an idea – as distinct from the value delivered by the advertising that carried that idea – to our knowledge a first for an IPA case.

In so doing it gets to the heart of our evolving...

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