PRWeek UK Awards Winners 2020: City & Corporate Communications

The winner in this category is 'Sainsbury's 150th Anniversary', by Sainsbury's with Hope&Glory for Sainsbury's.

PRWeek UK Awards Winners 2020: City & Corporate Communications

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.

Judge's comment

Wonderful securing of the biggest influencer of them all. Strong way to celebrate 150!

Highly Commended

NatWest Group – building a purposeful bank by NatWest

This campaign sought to announce NatWest's new purpose – “To champion potential, helping people, families and businesses to thrive" – alongside its new strategy and new name. The three-stage campaign included: pre-positioning the purpose ahead of the launch via a speech on chief executive Alison Rose's first day; announcing the purpose and name change at an interactive launch event, featuring a Q&A for 200 staff, media and 65 external stakeholders; and proactive announcements before and during the COVID-19 crisis. Research found the bank's reputation with journalists was at its highest point since measurement began in 2010, and more than 90 per cent of staff felt the purpose was meaningful to them.


Positioning Biffa as a UK leader in sustainable waste management to multi-stakeholder audiences by Houston for Biffa

Relaunching HMV by Hope&Glory for HMV

Sainsbury's: Helping the nation live well by Sainsbury's with Hope&Glory and Gravity Road for Sainsbury's

Travel industry recovery by Expedia Group

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