Jamie Oliver’s parents are to star in an ad for Sainsbury’s online shopping service, Sainsbury’s To You. It is the first time the service has been advertised on national television. The ad breaks today (Wednesday) and shows Jamie’s mother answering the door to a surprise delivery in time for Christmas from Sainsbury’s To You. She presumes Jamie’s father has made the order when in fact the novelty animated Christmas decorations hanging up in the living room have done it. The ad is created Abbott Mead Vickers.BBDO and will run alongside a promotion that offers customers free delivery for an order of &£80 or more. Sainsbury’s To You claims that it has 35,000 customers ordering online each week.
The two key consumer confidence measures for marketers of purchase intent and consumers’ view on their personal financial situation over the coming year remain in negative territory even as confidence ticks up slightly.
Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative.
Has a socially distanced world rendered experiential marketing redundant, or has the lockdown only emphasised the importance of real life events as milestones in consumers’ lives?
The move will see Uncle Ben’s rebranded as Ben’s Original and the imagery of a black man in a bow tie removed from its packaging and marketing.