How an idea helped make Sainsbury's great again

Story of the film

Sainsbury’s used TV’s unique ability to drive emotional connections to gain a cut through in a mass media market. Sainsbury’s wanted to inspire people with great food ideas and so TV was the natural choice that allowed people to tune in and engage. Radio and National Press supported this creative idea and ‘try something new’ became a key part of consumer and business behaviour change, leading to  it being an integral part of Sainsbury’s goal to deliver an impressive result.


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

Film contributors

Titles correct at the time of publish date

  • Tom Roach, Board Account Planner, AMV BBDO
  • Craig Mawdsley, Joint Head of Planning, AMV BBDO
  • Lucy Weedon, Managing Partner, PHD


Awards: 2008 IPA Effectiveness Awards, Gold Award

Client: Sainsbury's

Entrant: Abbott Mead Vickers.BBDO

Authors: Tom Roach, Craig Mawdsley, Abbott Mead Vickers.BBDO

Contributing author: Jane Dorsett, Abbott Mead Vickers.BBDO

Media used: TV, national and regional newspapers, magazines, radio, out of home, internet, DM, sales promotion, sponsorship, instore, free recipe cards

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