Sainsbury’s latest advertising campaign is encouraging customers to practice financial control, shop smarter and access personalized discounts in its SmartShop app.
The Sainsbury’s SmartShop app enables customers to shop, scan and check out autonomously, while the technology tracks purchases to unlock tailored product deals.
The campaign ‘Be a Smart Cookie,’ created by Ogilvy UK, features the protagonist John shopping at Sainsbury’s when a witty voiceover narrates the various ways in which he could have benefitted and saved money if he had downloaded the SmartShop app.
The integrated campaign will run across TV, out-of-home (OOH), radio, social, in-store and email. The media is handled by PHD (TV, radio, OOH) and Essence (social and digital).
Radha Davies, brand communications director, Sainsbury’s, said: “For a customer to break their deeply-engrained shopping habits, even where there’s a compelling reason to, is difficult. Millions of Nectar customers have access to personalized prices at Sainsbury’s, and we wanted them to know about it. Using behaviorally-driven insights that focused on the ease of use, the many benefits of SmartShop in conjunction with food-focused creative has created impactful and identifiably Sainsbury’s creative.”
Johnny Watters and Angus George, executive creative directors, Ogilvy UK, added: “While most supermarkets have their apps, SmartShop is different and adds tangible value. Not only was the campaign guided by insights from our behavioral science team, but in this time of rampant economic uncertainty providing any kind of financial control is a vital message – and doing so in a way that is playful and entertaining, rather than doom and gloom, was part of our mission.”
Brand communications director: Radha Davies?
Director of loyalty and CRM: Alex Naisby
Head of broadcast marketing: Laura Boothby?
Campaign manager: Emma Young?
Loyalty marketing manager: Jimmy Galloway?
Managing partner: Rebecca Dennis??
Business director: Olivia Hutton?
Senior account manager: Sasha Barrett?
Head of strategy: Kate Wheaton??
Strategy director: Natalie Chester??
Behavioral analyst: David Fanner
Executive creative director: Angus George, Johnny Watters and Sam Cartmell??
Creative directors: Katie Prendergast and Keeley Ashdown?
Art director: Eva Steiner??
Design executive creative director: Luke Ridgeway??
Senior designer: Simon O’Brien, Amy Gordon and Mikey Reilly?
Designer: Lauren Ratcliffe and Dani Vasquez?
Head of project management: Bill McGeorge??
Senior project manager: Gemma Knight??
Head of integrated production: James Brook-Partridge
Senior TV producer: Stephanie Warner??
Producer: Anna Pollard?
Production assistant: Lynsie Roberts??
Production: Hogarth Worldwide?
Project manager: Peter Nuttall?
Junior project manager: Erin Dann?
Senior producer: Sarah Chan?
Production company: Biscuit Filmworks?
Managing director (UK): Rupert Reynolds-Maclean?
Executive producer (UK): Samantha Chitty?
Director: Clay Weiner?
Producer: Toby Courlander?
Director of photography: Matthew Emvin Taylor?
Production designers: Stef Grieve and Tom Wales??
?Casting: Anna Kennedy?
Editors: The Quarry?
Executive producer: Tor Adams?
Producer: Ruth Minkley?
Editor: Rebecca Luff
Edit assistants: Ben Cowan and Victoria Man??
Post and audio: Gramercy Park Studios?
Post producer: Saša McCartney?
Sound design and mix: Zak Kurtha and Sam Cross?
Flame: Danit Kilbansky, Theo Maggs and Eileen Chan?
Nuke: Vincent Goodsell and Marco Pileri?
VFX supervisor: Mark Beardall
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