Organic September

Fully integrated FMCG-led category campaign in Sainsbury’s

Growing organic consumer participation and driving education with an integrated campaign in Sainsbury’s.

Education for organic

Organic penetration and sales have grown steadily over the last 6 years and now represent around 1.5% of the total UK food and drink market. Despite this growth, an opportunity remains to increase customer participation, raising awareness of the breadth of organic products and educating customers as to its virtues.

Our solution

Insights collected from our Nectar data showed that customers buying into multiple organic categories provided disproportionately more organic units and spend. We created a campaign to build on that insight. Working alongside the Sainsbury’s category and operations teams, organic bodies including the Organic Trade Board, and organic suppliers we planned, designed and implemented an integrated, multi-touchpoint campaign. The aim was to increase physical and mental availability of the organic category and its products within Sainsbury’s – fast-tracking customer participation.

Helping grow mental availability

We helped bring the organic ’Feed Your Happy‘ messaging to Sainsbury’s stores in September producing upwards of 87m Opportunities to See. Channels such as Digital 6 sheet, email and trolley media were used to expand the communication’s reach and surround the customer with the positive organic messaging.

Helping further education

We looked to further customer education on the importance of organic products by undertaking a magazine advertorial and active in store sampling and advocacy. We used brand partnerships to showcase a breadth of usage occasions and used exciting brand products to inspire customers and increase engagement.

Helping facilitate conversation

Space was dedicated to the organic category in store in both fresh and ambient areas, to help the ease of organic shopping. In aisle media was used as well to further highlight organic products. This was also supported with an organic hub online, to provide a frictionless organic journey on Sainsburys.co.uk.