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Retail Brand Proposition: Sainsbury's

Helping Sainsbury's, the UK's no.2 grocery retailer, move on from their successful 'Try Something New Today' proposition that was no longer relevant to recession hit Britons.

RESULT
A wider proposition about living better in a budget was swiftly taken through to execution by the agency.  Sainsbury’s upped its market share over the crucial Christmas period from 16.6% to 16.7% vs last year, whilst Tesco’s share dipped from 30.5% to 30.1%.

Jamie OliverThe famous Jamie Oliver campaign has been evolved to fit
the new positioning plus new non-Jamie copy was aired as Sainsbury’s repositioned for more frugal times.

reflection