Sainsbury's Champions Financial Control With New Smartshop App

Created by Ogilvy UK, the campaign is a fully integrated experience and runs across TV, OOH, radio, social, in-store and email

By Creative Salon

Sainsbury’s is launching a new nationwide campaign to help customers maintain some financial control, shop smarter and access personalised discounts at a time when they need it most. The Sainsbury’s SmartShop app enables customers to shop, scan and checkout autonomously, while the technology tracks purchases to unlock tailored product deals based on historical favourites.

The campaign, created by Ogilvy UK, is a fully connected, fully integrated experience developed from a customer-first standpoint, and runs across TV, OOH, radio, social, in-store and email. The 30” TVC uses light-hearted word play to bring the benefits of SmartShop to life in a charming and fun way, with food at its heart. The campaign was developed in partnership with Ogilvy UK’s Behavioural Science business.

“For a customer to break their deeply engrained shopping habits, even where there's a compelling reason to, is difficult. Millions of Nectar customers have access to personalised prices at Sainsbury's, and we wanted them to know about it. Using behaviourally driven insights that focused on the ease of use, the many benefits of SmartShop in conjunction with food focused creative has created impactful and identifiably Sainsbury's creative," said Radha Davies, brand communications director, Sainsbury’s.

Johnny Watters & Angus George - executive creative directors, Ogilvy UK added: “While most supermarkets have their apps, SmartShop is different and adds tangible value. Not only was the campaign guided by insights from our Behavioural Science team, but in this time of rampant economic uncertainty providing any kind of financial control is a vital message - and doing so in a way that is playful and entertaining, rather than doom and gloom, was part of our mission.”

The campaign will run until the end of the year.

The media is handled by PHD (TV, Radio, OOH) AND Essence (social & digital)


Client: Sainsbury’s

Brand Communications Director – Radha Davies 

Director of Loyalty & CRM – Alex Naisby

Head of Broadcast Marketing – Laura Boothby 

Campaign Manager – Emma Young  

Loyalty Marketing Manager – Jimmy Galloway 

 Agency: Ogilvy UK

Manging Partner – Rebecca Dennis  

Business Director – Olivia Hutton 

Senior Account Manager – Sasha Barrett 

 Head of Strategy – Kate Wheaton  

Strategy Director – Natalie Chester  

Behavioural Analyst – David Fanner

 Executive Creative Director – Angus George, Johnny

Watters & Sam Cartmell  

Creative Directors

– Katie Prendergast & Keeley Ashdown 

Art Director – Eva Steiner  

 Design Executive Creative Director – Luke Ridgeway  

Senior Designer – Simon O’Brien, Amy Gordon & Mikey Reilly 

Designer – Lauren Ratcliffe & Dani Vasquez 

 Head Of Project Management – Bill McGeorge  

Senior Project Manager – Gemma Knight  

 James Brook-Partridge – Head of Integrated Production 

Senior TV Producer – Stephanie Warner  

Producer – Anna Pollard 

Production Assistant – Lynsie Roberts  

 Production: Hogarth Worldwide 

Project Manager– Peter Nuttall 

Junior Project Manager– Erin Dann 

Senior Producer– Sarah Chan 

 Production Company: Biscuit Filmworks 

Managing Director (UK) – Rupert Reynolds-Maclean 

Executive Producer (UK) – Samantha Chitty 

  Director – Clay Weiner 

Producer – Toby Courlander 

Director of Photography – Matthew Emvin Taylor 

Production Designers – Stef Grieve, Tom Wales  

 Casting – Anna Kennedy 

 Editors – The Quarry 

Executive Producer – Tor Adams 

Producer – Ruth Minkley 

Editor – Rebecca Luff 

Edit Assistants – Ben Cowan & Victoria Man  

 Post & Audio – Gramercy Park Studios 

Post Producer– Saša McCartney 

 Sound Design & Mix – Zak Kurtha & Sam Cross 

Flame – Danit Kilbansky, Theo Maggs & Eileen Chan 

Nuke – Vincent Goodsell & Marco Pileri 

VFX Supervisor – Mark Beardall


LinkedIn iconx

Your Privacy

We use cookies to give you the best online experience. Please let us know if you agree to all of these cookies.