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Don’t Change Your Dream, Change The World
Don’t Change Your Dream, Change The World

Sainsbury's – Proudly Doing Our Bit

The challenge

Create a campaign to mark Sainsbury’s 150th anniversary.

What we did

From Sainsbury’s humble beginnings to modern day success, it’s never lost sight of what is important – helping out in communities and proudly doing its bit. We created a campaign to help celebrate every person who kept this spirit alive for 150 years.

Directed by Noah Harris and produced by Agile Films, the spot features real Sainsbury’s colleagues, Californian pastry chef Claire Ptak, and an army of helpers as they combine 3D printing and traditional sugarcraft to make a cake that showcases stories from throughout our history.

A real feat of engineering, the 3D zoetrope cake combines traditional Victorian techniques with cutting edge technology to tell the story in a suitably celebratory way. All the effects were shot for real, in camera, allowing the cast to see our history come to life. A challenge worthy of Sainsbury’s 150th anniversary, and a heartfelt tribute to everyone who has made them who they are.

The effects

According to YouGovSainsbury’s achieved the highest uplift in ad awareness of any brand in the UK during May.
Ad Awareness scores (whether someone has seen or heard an advert broadcast by a company in the past two weeks) increased by 11 percentage points since the spot’s release – up from 17% on the day (May 11) to 28% by the end of the month.
Buzz scores (whether someone has seen or heard an advert broadcast by a company in the past two weeks) also increased, growing from +1.5 to +9.5 after the advert’s release. Greater amongst current customers but also past customers.

“This shows that Sainsbury’s celebration of its 150 year history was received well by customers as a whole,” said YouGov. “The advert resonated with Sainsbury’s current target market, and demonstrates that Sainsbury understands their audience and what would appeal to them most.”

According to Adwatch, Proudly Doing Our Bit was also the fourth most liked spot during June.

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