Sainsbury's achieved a sales-led recovery and delivered £2.5 billion extra revenue by asking customers to 'Try something new today', encouraging each shopper to spend a little extra every time they shopped.

Customers were 'sleep-shopping', in a rut with the things they buy and cook. 'Try something new today' gave customers simple new ideas to try.

The strategy restored the effectiveness of Sainsbury's TV advertising but, more importantly, it inspired Sainsbury's 150,000 staff to encourage customers to try new things.

The success of this campaign has generated £550 million in sales over two years.

Judge's comment

Sainsbury's was an excellent case that had a very clear objective to change people's shopping behaviour and worked well across all channels. The idea for the advertising strategy was threaded throughout the organisation, from the internal managers to the external customers, and enabled Sainsbury's to improve its business results.

Andy Gilson, Marketing Director, General Motors