Sainsbury’s - Making Sainsbury’s great again

This 2005 campaign to 'Make Sainsbury's Great Again' came against a background of previous decline. The integrated approach towards solving this problem involved TV, programme sponsorship, in-store, online, door drops, radio and direct mail, all based on the idea of building revenue by earning a little extra spend from everyone who came into Sainsbury's by inspiring them to 'try something new today'.
Agency: Abbott Mead Vickers.BBDOAuthors: Craig Mawdsley

Sainsbury's – Making Sainsbury's great again

THE VALUE OF AN IDEA

This case goes further than effectiveness of advertising, or enhanced effectiveness of integrated communication. Instead we define a new role for communication agencies in the age of the idea – to release business changing thoughts to affect how a business operates, not just the way it communicates.

This case responds not to Brand Managers or Marketing Directors, but to the CEO who may legitimately say to their agency – “Of course advertising works, of course I expect a profitable...

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