Total Communications Programme

Total Communications Programme

Sainsbury's

Sainsbury’s won this category last year for its 2012 Paralympics sponsorship activity. That the supermarket has done it again is testament to a 2013 summer initiative that succeeded without the help of a huge national event.

One summer headache for parents remains constant – how to keep children entertained during the long school break without having to spend a fortune.

PHD’s response was to package Sainsbury’s summer media strategy into a single "boredom busters" campaign – a series of media executions that doubled up as ways for parents to keep their kids happy. A Bumper Book Of Summer containing lots of low-cost ideas was launched and supported with TV, print, social media and online advertising. It is cited as a factor in Sainsbury’s 4.4 per cent year-on-year sales increase.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More