To mark Sainsbury's 150th anniversary, the supermarket group wanted something no one could ignore, using it as a platform to re-establish the brand's heritage and increase awareness ahead of Christmas trading.
The answer was in two parts. First, the Queen was invited to celebrate the anniversary. She visited a recreation of the original Sainsbury’s store from 1869 in London’s Drury Lane, and later met members of the Sainsbury's team from around the country – ensuring relevance regionally.
One standout media moment came as Her Majesty encountered a self-service checkout for the first time, and asked: “You can’t cheat, then?"
The second part was Inside the Supermarket, a six-part, primetime BBC One series that followed a year at the retailer.
The series showed Sainsbury’s and its workforce – from the chief executive to suppliers and the shop floor – as they overcame challenges. Examples included scouring Britain for the next big food product and going behind the scenes in the making of its Christmas campaign (the episode aired on the same night as the ad made its debut). The show was watched live by more than three million people.
More than 300 pieces of coverage was secured across the two pieces of activity, including in every national print newspaper and online news outlet on a single day, alongside BBC, ITN and Sky News bulletins. Inside the Supermarket led to a further 45 pieces of coverage across listings and features.
The campaign reached more than 69 per cent of the UK adult population 2.7 times in a single day with the editorial generated by The Queen’s visit, and 78 per cent of the population 4.5 times through the two campaigns combined.
Wonderful securing of the biggest influencer of them all. Strong way to celebrate 150!
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