Not content with sticking to the Jubilee-themed adverts other retailers are relying on, Sainsbury’s is putting on an entire festival.
The event will run on June 2 and June 3 in Hyde Park and is supported by a plethora of marketing activity, including a collection of YouTube videos and its own section of the Sainsbury’s website.
The event itself is resolutely family-themed – the entertainment includes a Disney concert, Strictly Come Dancing dancers and the National Theatre’s War Horse.
The videos publicising the event include a Sainsbury’s themed flash mob, with dancers waltzing around Piccadilly Circus for the entertainment of commuters – flash mobs might not be the most original idea but it’s a nice addition to the mix.
Sainsbury’s is throwing its money and weight behind the Jubilee, and no doubt the extra effort it is going to will help it be the first retailer to come to mind when shoppers plan their weekend festivities. The video collection on YouTube is imaginative and certainly comprehensive – it has everything from a War Horse trailer to a dance video with performers from the Commonwealth.
With Asda arguably stealing a march on the other grocers in recent months in stoking the most family-friendly image of the big four, focusing hard on families is a well-judged step by Sainsbury’s. Not only will the event link it to the national patriotic fervour of the Jubilee, it reminds families it’s thinking of them.
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