Sainsbury’s Christmas – Prepared for Anything

The Challenge

Christmas is the most contested trading period in the UK supermarket category. Sainsbury's needed to achieve cut-through within a short, sharp consideration window, driving quality upgrades among primary shoppers while converting secondary shoppers from competitors.

The Strategy

The strategy focused on inspiring both new and loyal shoppers to trade up to Sainsbury's premium Taste the Difference (TTD) range. Ogilvy UK deployed a smart, phased influencer strategy designed to highlight product quality and festive hosting inspiration.

Execution and Innovation

The campaign paired strategic talent selection with a phased content deployment leading up to the holiday season. Influencers showcased Taste the Difference products in real-life holiday preparation contexts, converting consideration into actionable purchasing decisions.

Results

Sainsbury's secured its highest Christmas market share in five years, with 64 per cent of customers purchasing a Taste the Difference item. The creator content directly drove a nine per cent increase in purchase intent and an 11 per cent boost in recommendation intent.

Judges' Verdict

"Nice insight, nice talent selections and smart phased approach."