Combining emotional brand values with a call to action reminding housewives of the quality and value of their food ranges
Traditionally Sainsbury's main brand advertising had concentrated on TV using Jamie Oliver as their key spokesperson, whilst their radio advertising had concentrated on value messages. Sainsbury's wanted to see if they could take the core brand communication messages of their TV campaign and extend these on radio in a way which would deepen the impact among core consumers and ultimately drive footfall.
Increase impact of Sainsbury's brand communication amongst housewives with kids. Sainsbury's identified a group of women who still hadn't decided what they were going to make for the evening meal by mid afternoon. With their recipe ideas campaign they strove to target this group whilst they were on the school run or doing errands. Radio was already being used to generate footfall through value messages but was used in this instance to amplify the impact of the TV campaigns branding messages using a very different creative approach to the value ads.
A series of 60 second executions were created, each involving Jamie Oliver, suggesting a new recipe using ingredients available in Sainsbury's stores. In order to generate maximum awareness at a time when mums would be thinking about the evening meal the ads ran in a solus spot at 3pm every weekday afternoon after the news. Teasers were also played earlier in the day to flag up the slot. The campaign ran for 11 weeks with 11 different executions. The ads also directed listeners to the Sainsbury's website and recipe cards in store.
Millward Brown research, conducted amongst a core group of 300 housewives with children exposed to the advertising, was very positive. There was high recall for the ads combined with successful communication of the core brand quality messages. 75% agreed strongly that Sainsbury's has an excellent range of food whilst 61% believed they were always coming up with new ideas. They also scored highly against value for money. Finally, they created motivation to go in store/purchase Sainsbury's products with about a third responding to the advertising.
This activity demonstrates how radio can reinforce the branding of a TV campaign. Using a recognisable campaign vehicle in Jamie Oliver Sainsbury's were able to forge a strong link between the communication of the TV and recipe ads, thus creating a halo effect between TV and radio. It also shows how radio can act as an effective call-to-action medium.