Our goal was to drum up excitement around Organic in Sainsbury’s whilst highlighting the extensive Organic range available across multiple categories. We wanted to reward shoppers for choosing to shop Organic in Sainsbury’s.
In Store Organic Campaign

To get Sainsbury’s shoppers excited about buying Organic in store and to reward this behaviour, we incorporated a Nectar bonus points competition into this year’s campaign – a new element for the event.

Working with Sainsbury’s Trading and Propositions teams, we analysed shopper spending behaviour on Organic products over the most recent 12 months. We wanted to use an achievable spend level for the competition, whilst also driving sales of Organic products.

How we did it

We chose a wide range of media channels for the campaign – including at home media to drive consideration ahead of the next shopping mission, around store channels to remind shoppers and raise awareness, and POS at fixture to create a seamless customer journey and help shoppers find Organic SKUs with ease.

The creative elements not only included the overarching Sainsbury’s event look and feel, but also the competition callout to boost interaction and engagement with the campaign.

Organic Sainsbury's Magazine Feature

Campaign summary

There were 23 participating SKUs across various categories including Dairy, Packaged & Speciality, Produce, BWS, Meal Solutions, MFP, Baby, and Pet.

Media channels

Entrance Gates
POS: Barkers & Barker Ear
Digital 6 Sheets
Groceries Online
Sainsbury’s Magazine – 2 display pages surrounding a 2-page advertorial
In Store Organic

The results


entries into Nectar competition


sales uplift for participating brands


sales uplift across Organic in the store

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Green & Black's chocolate bars for pairing campaign
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Summer Cocktails 2021

Mixing up an engaging Sainsbury’s BWS campaign
Summer cocktails for Sainsbury's summer cocktails campaign.
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Nectar Loyalty

A 360° view of customer engagement.
Image of shopper examining canned goods