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Sainsbury's Direct Mail

Sainsbury's Direct Mail | Sainsbury's | Proximity
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basics
Industry: Retail & Distribution
Media:Direct Market
Market:United Kingdom
Style: Minimalism
descriptioncnen
Philosophy/Solution


Attracting Promotional Customers Without Damaging the Sainsbury’s Brand
Sainsbury’s realised it was missing out on a promotionally sensitive part of the market, especially families. This case illustrates how Sainsbury’s attracted these promotionally sensitive customers without jeopardising their quality brand positioning or indeed cannibalising existing sales. The result was a massive increase in sales over a 12 month period. These sales weren’t generated by buying market share but were gained via the use of personalised communications.
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Other credit:Account Planner Alison Meredith
Advertising Manager Kanti Rani
awards
IPA Effectiveness Awards 2002
Bronze Award
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