Over the course of twelve months we were involved in the development and launch of a number of national news stories for Sainsbury's.

 

 

Milk in a bag

 

We generated broadcast coverage for the launch of Sainsbury's 'milk in a bag' product. The product was not the first of its kind but despite being some weeks behind a well known rival, our launch gathered huge interest and was featured on the BBC Breakfast Show.

 

 

The "c-thru-cumber"

 

Sainsbury's specially grown; thin skinned cucumber was labelled as the "c-thru-cumber" - a catchy name which helped the story populate a variety of online websites and a significant piece in the Daily Mail national paper.

 

 

 

Feed your Family for a Fiver

 

This campaign highlighted the option of good value family eating by getting your ingredients from Sainsbury's. We secured a wide breadth of press coverage including The Daily Mail, The Sun and Metro publications.

 

"Sainsbury's had emerged as a surprise winner in the recession as it tempted shoppers away from Tesco and more expensive grocers, led by successful advertising campaigns such as Feed your Family for a Fiver." (Metro, 11 Nov 2009)

 

 

Britain's changing cultural

 

relationship with food

 

We were asked by Sainsbury's to re-energise a quarterly study that had been designed to examine the contents of the average British shopping basket. We detected a trend in the number of ready meal's and other foods ideal for eating whilst watching television.

 

This trend, along with the move away from the traditional dinner table setting prompted us to examine the associated change in eating habits. The "knork", a fork which is also used to cut like a knife, was found to be highly popular and formed the basis of the story. It was featured in the Daily Mail and the Express, in print and online.

 

 

 

The "Delia Effect"

 

We capitalised on the launch of Delia Smith's new cookbook, "How to cheat at cooking" and stole and march on Sainsbury's competitors by announcing the first signs of the well documented "Delia Effect". The story found its home in a number of publications including The Daily Telegraph.