Sainsbury's encourages midweek BBQs with outdoor campaign

  • Print
  • Share
  • Comment
  • Save

Sainsbury's ad

Sainsbury’s is looking to capitalise on the BBQ weather with a new campaign that counts down the hours to sunset.

Large outdoor screens will display the number of hours of daylight left next to a Sainsbury’s logo and image of BBQ food at 19 major UK stations including London Waterloo and Edinburgh Waverley.

The campaign, which will run for two weeks from today, aims to encourage commuters to “embrace extra hours of daylight with a week-night BBQ”.

According to a nationwide YouGov survey of over 2000 adults, 83% of people believe longer evenings are the main trigger for feeling summer is ‘officially here’. As a result, 40% make more effort to leave work on time and 79% say they like to make more of their summer evenings.

“The nation’s love of longer evenings offered us an amazing opportunity to combine data and our Living Well brand message with something unique and specifically tailored to customer mindset,” said Ellie Dixon, campaign manager at Sainsbury’s. “This is the first time we have created something this bespoke, based on what we know about consumers and what the summer season means to them.”

The campaign was led by Omnicom Media Group’s planning and media buying network PHD, and included a collaboration between agencies Talon, Wieden + Kennedy and production outfit Grand Visual.

Have your say

Sign up to a Free 30 day Gold Membership Trial

  • Claim your free trial >>
  • You will be able to:

    - Comment on your industry
    - Read the latest category information
    - Find out more on consumer behaviours to technological advances

    You must sign in to make a comment

    • Print
    • Share
    • Comment
    • Save

    DIRECTORY

    The+Grocer+Directory

    CLICK HERE to search for the products, services and companies you need in the definitive guide to the UK food and drink industry.

    FOLLOW THE GROCER

    -