The Sainsbury's "Try Something New Today" campaign was founded on the strength of research, which found that many visitors to the supermarket "sleep shop", arriving lacking any inspiration of what they would like to cook; Sainsbury's therefore, looked to set about encouraging their shoppers, creating engagement and excitement around mealtimes once more. The challenge the brand faced was to finding a way to deliver a regular flow of ideas for their consumers, so there needed to be a consistent, but flexible and engaging vehicle to accomplish this.
To 'wake up' shoppers and provide inspiration at mealtimes
Radio listening is daily and habitual; providing the ideal tool for Sainsbury's to speak to potential customers on a consistent and practical basis, with campains running for most of the year and focusing upon the peak planning and shopping times amongst their critical 'housewives with children' audience. As apposed to the television advertising, which tends to focus upon money-saving deals, the nature of radio allows Sainsbury's to deliver focused, cost-effective advertising, with the concept of "here's the deal, here's the idea".
The flexible "here's the deal, here's the idea" campaign was proven to consistently deliver sales every week, providing Sainsbury's with a huge increase on sales across the last three and a half years and a very healthy return on their investment. According to figures produced by OHAL, radio adverting has an impressive ROI of £4.71 for every £1 investment.
"Radio continues to deliver fantastic results for Sainsbury's. Our 'here's the deal... here's the idea' campaign enables us to communicate our ongoing brand message while lending flexibility to our ever evolving value messaging" - Mike Sullivan, Promotions Manager, Sainsbury's