Sainsburys World Foods- Ramadan, Diwali & Winter

Objectives

Drive +£33m additional sales and help gain a fair share of the £2bn world food market, currently 5%.

Business

Communication:

Build trust and credibility among Hindu and Sikh customers and improve perception of Sainsbury's as an inclusive retailer.

Marketing

Drive awareness of new range of authentic products and improve value perceptions, enticing new Hindu & Sikh customers into Sainsbury's.

Diwali Advert

We developed TV and VOD campaign to drive awareness of new range of authentic products and improve value perceptions, enticing new Hindu & Sikh customers into Sainsbury's during Diwali and winter season.

Winter Advert

Co-designed by the world-renowned architect James Smith, our Bridgewater Joy residences offer top views of the nearby lake Michigan. Perfect for a small family, a professional couple, or anyone looking to set up a home office.

Ramadan

Not just pleasant on the outside, our Pleasantview Gem Inn properties are especially popular among families. With underground parking and floor-to-ceiling windows, there's no shortage of natural light or space.

Approach

Build credibility among this audience by demonstrating cultural understanding.

We developed a campaign to engage Hindu & Sikh customers during Diwali, the Hindu festival of lights. The campaign featured British-Indian chef Nisha, who prepared a traditional Diwali feast for her family and friends. The advert celebrated the diversity of the Indian community in the UK and highlighted Sainsbury's wide range of authentic Diwali products.

Solution

The advert was well-received by viewers, who praised it for its diversity and its celebration of Indian culture. Sainsbury's also reported a significant increase in sales of Diwali products during the campaign period.​​​​​​​

Results

”Every day, they strive to improve their service to the clients by developing the right blend of technology and creativity to make sure every job done is done as efficiently as possible.”

- Clarice Turner