Sainsbury's Home 

Standing at no.10 in the market, Sainsbury’s Home had big ambitions to grow sales by 2% in a category predicted to only grow by 0.5% next year.

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To achieve such ambitious targets in a competitive market place, Sainsbury's Home needed to cut through, stand out, and mean more with a powerful point of view that gave a deeper relevance and dimension to the Masterbrand positioning - Live Well, For Less - in the context of Home. 

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With an emerging field of study, Neuroaesthetics, gaining traction we discovered that how we dress our homes matters on a far deeper level than we may have ever considered. Simple changes to a space has the ability to positivity impact our sense of wellbeing, feelings and mood.

 

To help the nation think differently about their surroundings, we encouraged them to make the small changes they need to live well at home.  In 2020, we commited to helping people 'Feel Good Inside' across two key needs they have of their homes - Connecting and Sleeping.

 

By showing that Sainsbury's Home products can improve the comfort and quality of everyone's lives, we stirred up an emotional response amongst our shoppers - seeing an upward shift in both awareness and consideration.

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Agency: Portas