More good food for all at Ogilvy.

Art Direction
Copy
Direct mail creative
Audio scriptwriting
CRM creative
OOH creative
Social creative

We joined the account just after the ‘Good food for all of us’ platform launched, amidst a biting cost-of-living crisis. Repositioning a British high-street stalwart into a value-focused ally required us to prove that quality needn't be a casualty of price.

Over our 1.5 years with Sainsbury’s as one of our primary accounts we were tasked with translating the brand platform across a series of tactical, high-impact moments that drive value perception across the entire customer journey.

THE WORK

We executed a multi-channel tactical plan that balanced the weekly essentials with joy. For the Great Fruit and Veg Challenge, we gamified healthy eating with a retro approach that bridged the gap between adult nostalgia and childhood engagement. This wasn't just about selling groceries; it was about exploring a new edge of the brand’s identity to make loyalty feel like a game rather than a chore.

THE RESULTS

During our tenure, Sainsbury’s achieved its highest grocery market share in nearly a decade. In 2024, the brand posted a 0.5-point gain - its sharpest increase since 1997 - securing its position as the clear leader in the race for second place in the UK market. By December 2024, share reached 15.9%, outperforming the wider market and delivering nearly 4% sales growth. It remains a benchmark for maintaining premium brand authority while winning a price-driven battle.