CASE STUDY: Sainsbury's 'Live Well For Less' Experiential Tour

Provided by Access Point
Sainsbury's used an experiential roadshow to bring its 'Live Well For Less' tagline to life.
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What was the Challenge / Background of the Campaign?

The 'Live Well For Less' campaign followed a successful Christmas themed 'Taste The Difference' roadshow December 2011. Sainsbury's wanted to continue with an outdoor touring kitchen that aimed to get people talking - and eating!

What was the Campaign Objective?

To teach consumers how to 'Live Well For Less' with Sainsbury's. To build an emotional connection with the consumer. To further awareness of Sainsbury's and their 'Live Well For Less' strapline. Customer engagement - social media updates/shares and website visits.

What was the Solution?

A fully fitted 'Live Well For Less' kitchen visited UK family events and shopping locations. Brand Ambassadors were on hand to entice consumers with healthy snack samples and to demonstrate affordable and accessible recipes. Access Point worked with Sainsbury's brand experience agency to source and arrange suitable locations for the trailer.

What were the Results?

The experience reached 60,000 households. Thousands of recipe cards were distributed with consumers encouraged to share their own versions of the dishes on social media with the hashtag #livewellforless

What were the Key Learnings of this Campaign?

On occasion time frames were tight and there were logistical difficulties due to the size of the trailer, with some of the clients requested destinations being simply unable to provide adequate space in a high footfall location. We worked closely with Sainsbury's brand experience agency to ensure suitable venues were available that fitted with the client's key demographics, on a feasible geographical journey plan and most importantly within budget.
BudgetReach & FrequencyTarget AudienceMedia Used
£0 to £50kThe experience reached 60,000 households
25 - 34
35 - 44
Female
Main Shopper
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALUntil 31 Dec 12BUILD AWARENESSEXPERIENTIAL
SAMPLING
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