Sainsbury's has launched a nationwide advertising campaign to help teach customers the importance of shopping smartly during the cost of living crisis.
The supermarket giant teamed up with advertising firm Ogilvy UK to create a light-hearted 30 second advert that promotes how its Smartshop app can save them money.
It comes as shoppers across the country have been hit with soaring costs at the supermarket, due to the rising rate of inflation which has reached its highest level since 2008. The latest figures from the British Retail Consortium (BTC) has revealed that customers have witnessed a 9.3% in food inflation during the month of August.
Created specially by Ogilvy UK for the supermarket, the witty clip features protagonist John at the checkout, when a voiceover narrates all the ways he could have saved money on his groceries if he downloaded the Smartshop app.
Using light-hearted wordplay, Sainsbury's wanted the advert to portray the savings you could make with the Smartshop app in "charming and fun way", Marketing/Beat reports.
The supermarket chain's app allows customers to shop, scan and checkout autonomously, while the technology tracks purchases to unlock tailored product deals based on historical favourites.
The integrated campaign, which will run until the end of the year, will roll out in various different formats, including TV, out-of-home (OOH), radio, social, in-store and email.
Sainsbury’s brand communications director Radha Davies said: "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.”
Ogilvy UK executive creative directors Johnny Watters and Angus George 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.”
Sainsbury's latest campaign comes just after The Daily Record reported that the supermarket will invest £65million into its pricing next month to help shoppers keep their grocery costs down when they are picking up the weekly shop.
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