After many missed out on a full Christmas experience in 2020, Sainsbury’s wanted to embrace the excitement for the upcoming festive period. The campaign intended to place food at the centre of the festive messaging and highlighted Sainsbury’s as the supermarket destination with a delicious Christmas offering. Sainsbury’s wanted to dial up “togetherness” and “indulgence”, with cinema the perfect fit due to its heightened shared experience.
Plan
Alongside TV, BVOD/Online video, Social, Outdoor, Press, Radio and an Acast partnership cinema was added to the mix to help drive reach, impact, memorability and showcase the 60” ad in its fullest glory. Running from mid-November to Christmas Eve in cinemas, Sainsbury’s bought a HFSS AGP running in reel across a range of films including Ghostbusters: Afterlife, King Richard, House of Gucci and West Side Story.
Results
Cinema successfully allowed Sainsbury’s to showcase its 60” TVC in an environment where it successfully improved key metrics.
+23%
uplift in recall of recent advertising amongst those exposed in cinema
65%
of cinemagoers agreed the campaign had a positive impact on their opinion of Sainsbury’s
+36%
uplift across perceptions that Sainsbury’s ‘has everything you need for Christmas’ amongst test sample
+58%
uplift across perceptions that Sainsbury’s ‘makes me look forward to Christmas’ amongst test sample
