Sainsbury’s - Creating brand value from the inside out

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How do you demonstrate that Sainsbury’s lives its values every day in a new and authentic way, and show how that makes a difference to customers?

The idea was for Sainsbury’s colleagues to be the ambassadors of the values.

We created 42 fun, short films pairing Colleagues with a values story. The 'Little Stories, Big Difference' hub was created on the corporate website, signposting other relevant evidence and stories. The films were launched at the annual 20x20 CR event in November 2013 to CR stakeholders, supported by a social media campaign using Twitter, Facebook and YouTube.

Each of the films conveys a different story about Sainsbury’s corporate responsibility, whether it is that the supermarket employs 1,400 colleagues aged 70 and above, or that all its milk is produced in Britain.

Stories were told in the most authentic way possible through the colleagues themselves, communicating the brand and its values from the inside out. Videos were the most appropriate media – a different, fun and engaging way of telling the values story that could be easily shared.

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Results

  • Over 100,000 video views
  • The response from the business and its suppliers has been overwhelmingly positive. The videos were watched thousands of times in the first couple of weeks, even before internal communications had taken place
  • The films have been used in Sainsbury’s internal colleague briefing DVD which is seen by all 161,000 colleagues. They’ve also been included in personalised customer marketing communications to 1.5 million Nectar card holders
  • The initiative received industry media coverage in CorpComms, All things IC and CIPR among others
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