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
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...