The effects of the coronavirus pandemic and lockdown after lockdown left a lot of us needing a stiff drink. In late 2020, Sainsbury’s saw 1.2m additional home cocktail occasions versus the previous year – so for 2021 it was time to get colourful and creative to engage our customers in store and online.

Shaking things up

Cocktails and mocktails bring fun, colour and vibrancy to any event. Who doesn’t love a lively pink or orange coloured drink in a interestingly shaped glass with a glorious amount of ice and fruit garnishes? We identified a trend within a trend at Sainsbury’s when it came to the type of cocktails customers were looking to make during and post-lockdown…

Bringing together the right ingredients

Working with the Sainsbury’s BWS category team and using our in depth customer understanding, we identified that simple, accessible cocktails were becoming more popular when compared to on-trade favourites. Aperol Spritz, Margaritas and even ready-to-drink mixes were making the art of mixology accessible to all with a little less prep time needed and a fantastic set of drinks to sip and share as a result.

Our recipe for success

Working with our Sainsbury’s category colleagues, we looked to create a campaign that would bring together all the customer’s favourites and present them with the ideal serving suggestions, inspiring them to get imaginative and colourful with their summer drinks offerings. This was brought together with a dedicated plinth in store and a bespoke online ideas page through Sainsburys.co.uk

Engaging customers with bold creative

Our Design Studio team undertook the campaign creative, which was all about embracing the light at the end of the lockdown tunnel. After a long, hard year of restrictions, the team wanted to create a campaign visual that really embraced the end of lockdown and the start of summer; something vibrant, fun and positive for our customers to engage with and get excited about.

Snapping the essence of Summer

The approach to the concept was to make the serving suggestions sing summer. The photography made use of props, textures and a colour palette that complemented the cocktails and their vivid colours. The team then executed the concept across the in-store plinth and recipe barkers, along with online channels and further animated Digital 6 sheets at front of store.

Digital channels

Out of home disruption

Alongside the instore media channels used, our design studio team were also tasked with creating a set of animated digital 6 sheets and display adverts that would enagage customers on their arrival at store and online.

We had some very happy clients who embraced the direction we were looking to take with this campaign…
“I must say, I love what I’m seeing. When I opened it I was hit by the feeling of holiday, staycation and just wanting to celebrate!”

Remy Cointreau

“Thanks for sharing – looks good! Excited to see this come to life in store”

Aperol

“I love the look – it’s amazing! Really strong”

Schweppes

“It’s looking really strong, love the direction you are taking with this.”

Pernod