Sainsbury’s shows customers how to avoid becoming a silly sausage with SmartShop app
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.”
Credits
Client: Sainsbury’s
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
Agency: Ogilvy UK
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