Sainsbury’s Taste The Difference

The Brief

• Grow Taste the Difference sales
• Target non Sainsbury’s shoppers.

Our solution

• Multi category strategy - start in the heart of the store and radiated out.
• Host a Taste Festival.
• Create presence and theatre - sheer number of samplers and taste opportunities.
• Food / wine and meal combinations were planned - lived up to ‘try something new today’.
• Take the brand experience to city centres targeting non Sainsbury’s shoppers.

The Plan

• Deliver 7,000,000 samples to 4,000,000 customers.
• 21,000 sampling days across a 4 week period.
• Sample 170 products in taste combinations
• Campaign delivered in two phases
• City centre ‘Taste Festival’ experiential roadshow - targeting new Sainsbury's shoppers across 5 days.

Results

• Delivered 20,162 sampling days
• Target 85% compliance (90% stretch) - delivered 95% compliance
• Taste the Difference sales:up over 20% wk 1 and 2 yr on yr growth and above sales targetIGD growth 1.5%
• 85% of stores graded sampling as very good or excellent.
• Overall customer satisfaction was high - nearly all would try a product again if the Taste Festival was repeated.
• 3 out of 4 people claim that they will go on to purchase the product they sampled

 

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