Retail Gazette Loves: Sainsbury’s community-inspired campaign

14th May 2019

Sahar Nazir

Retail Gazette Loves Grocery

Sainsbury’s has just launched a community-inspired campaign and TV advert to celebrate its 150th birthday.

The advert brings Sainsbury’s heritage to life by celebrating its commitment to World War I troops and charity fundraising, as well as featuring a tiered zoetrope cake to celebrate colleagues’ community efforts over the years.

Sainsbury's 150th As part of the campaign, Sainsbury’s 180,000 staff were invited to spend the day volunteering in their community.

From cleaning rivers and beaches to organising days out for those in need, staff came together to discuss community contribution.

Sainsbury’s – who was established as a partnership in 1869 by John James Sainsbury – first aird the TV advert during Britain’s Got Talent on May 11.

The advert follows the cake’s creation and also shows off the grocer’s heritage over the last 150 years.

It stars two current Sainsbury’s employees: Krissie Atkin, customer services assistant with over 20 years’ experience, and Joel Narraway, logistics manager who has worked for the supermarket for five years.

As part of the campaign, a Citrus and Blossom cake will be on sale in Sainsbury’s cafés across the UK from May 20 for nine weeks.

Each tier of the cake represents contributions from Sainsbury’s colleagues, from the opening of the very first store on Drury Lane to recent initiatives such as the retailer’s 20-year partnership with Comic Relief – which has raised over £130 million.

Sainsbury's 150th The cake’s zoetrope technique gives the illusion of an animated moving image and shows the combination of model making, 3D printing and traditional sugar craft techniques which were used in its production.

US pastry chef Claire Ptak – known for baking Prince Harry and Meghan Markle’s wedding cake in 2018 – created the top tier of the Sainsbury’s cake.

Sainsbury's 150th Sainsbury’s head of broadcast marketing, Laura Boothby, said: “Community has been at the heart of our business since 1869 and we are delighted to bring to life the achievements and dedication of our colleagues in our 150th campaign.