Sainsbury’s is aiming to appeal to cash-strapped consumers with a new campaign that provides ideas on how to make the grocery shop go further in the frugal month of January.
The series of adverts is designed to inspire shoppers to turn their Sunday roast leftovers into “delicious meals for Monday and Tuesday” so those on a budget can make the most of their shop while also reducing food waste.
By agency AMVBBDO, the ads are well timed as many shoppers seek to tighten their purse strings after Christmas. The campaign features promotional deals on cuts of meat, such as half price selected pork joints, that in addition to the leftover recipe ideas fit perfectly with the Sainsbury’s ‘Live well for less’ mantra.
Instead of casting a celebrity chef, Sainsbury’s picked four ‘real’ people for the campaign to talk through their recipes, such as food blogger and mother Jack Monroe sharing her Thai chicken curry recipe. The four ads feature a diverse selection of shoppers, including a father and grandmother, who should appeal to the grocer’s varied customer base and show that anyone can turn their leftovers into tasty dinners.
The campaign is smartly supported by promotional activity in store and online. The grocer’s website provides details of all of the recipes from the ads and allows shoppers easily to click through and buy the ingredients and offers tips on limiting food waste.
Sainsbury’s has delivered a timely campaign that should chime well with shoppers on a budget following the big Christmas spend looking to make every penny, as well as every leftover, count.
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