Foodscapes
Sainsbury's Retail
Issue 5 | July 2008
Agency
Tullo Marshall Warren
Creative Team
Scott Rodderick - Graphic Designer;Gerard Thomas - Art Director;Samantha Simpson - Copywriter
Production Team
Carl Warner - Photographer ;Jenny Taylor - Art Buyer;Toby Gravelling - Production Manager
Other Credits
Nick Adam - Account Manager;Nicola Evans - Account Supervisor;Vicki Hollick - Senior Account Director;Paul Tavener - Client
Date
September 2007
Background
The aim of the campaign was to encourage Sainsbury shoppers on the Nectar data base to TRY something new from the new enlarged range of organic food.
Idea
While most people accept that there is a difference between an organically grown produce and a non-organically grown produce, showing the difference is more difficult. Especially as the aim was to get consumers to associate organic food with being tastier. Tullo Marshall Warren's solution was 'Foodscapes' - landscapes, beautifully evoking England's green and pleasant countryside, made completely out of organic fruit, vegetables, cheese and bread. While the range obviously extends beyond these categories, it was felt that these were leaders in the range and would best deliver the message of superior taste offered by organically grown food.
The mailing was supported by a selection of money-off coupons tailored to each customer's previous spending patterns. By giving them savings on their whole shop it was hoped that they would be encouraged to try food from what is often perceived as a niche - and currently more expensive - category. As the creative idea for the mailing went down so well with the Sainsbury's Brand clinic, it was decided to extend it to reach more of Sainsbury's shoppers, using online banners, in-store point of sale and the 'piece de resistance' - carrier bags for life - thereby taking the organics range to millions on the street.
Results
Not yet available.
Target Audience
Sainsbury Nectar card shoppers as well as anyone who shops at Sainsbury's.
Size
1,500,000 mailings; POS in all 650 stores, including convenience; 1,000,000 bags for life distributed to all stores, excluding locals.
Our Thoughts
Allelujah! A direct campaign that doesn’t use stock photography or left-overs from the above-the-line shoot. While I’ve seen the idea before of landscapes created out of food, these executions seem to me to be lovingly crafted and absolutely spot-on for Sainsbury’s, communicating quality as well as variety before I’ve had to read a single word.