Sainsburys World Foods- Ramadan, Diwali & Winter

I took on multiple roles throughout this year-long campaign, including Art Director, Assistant Director, Video Editor, Colourist, Motion Graphics Designer, and Storyboard Artist. I collaborated closely with Sainsbury’s and other clients during the pitching and concept development stages, contributing to presentations and participating in pre-production meetings.

During the shoot, I helped source key resources such as wardrobe items and worked directly with the Director, DOPs, and Gaffer to ensure smooth execution. Post-shoot, I formatted and adapted ads and TV tags for various broadcast stations. I also handled numerous additional tasks that supported the creative and production workflow

My roles in developing the campaign included-

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, Muslim 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, Muslim & 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 advert

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, Muslim & Sikh customers during Diwali( the Hindu festival of lights) and Ramadan For the Diwali ad The campaign featured British-Indian chef Nisha and al 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. For Ramadan Ad the campaign features featured famous Pakistani celebrity Imran Abbas.

Solution

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

Results

Winter TV Tag

”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