The campaign helped Sainsbury’s top the National Consumer Council’s league table of Healthy Retailers and our work led to their top 5 placing as one of the most admired brands by politicians, in the recent PoliticsHome / PRWeek Reputation Index.
The Challenge
Sainsbury’s wanted to become famous among influencers as the most health-conscious supermarket.
Our response
We needed a campaign platform that would simultaneously reflect the Sainsbury’s brand, resonate strongly with customers and engage political and stakeholder audiences quickly. We chose kids health. A campaign of media and stakeholder briefings culminated in a major event where over 40 parents were given the stage to tell Government officials, NGOs and charities what was needed to make healthy eating among kids easier. The event and Justin King’s keynote speech were publicised with the media.
The results
The event was attended by all the main influencers and opinion formers in the debate around healthy eating among kids. Media coverage ranged from the Financial Times to the Daily Star, and the campaign was instrumental in securing the National Consumer Council accolade.
