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.BBDO||Authors: 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...