The Sainsbury’s Christmas Jumpers
As Sainsbury’s core grocery business gets squeezed, incremental non-food growth areas are of vital importance. Merchandising around seasonal events is a key target. In Christmas 2014, the growing trend for novelty festive knitwear was identified as a key target. But with little budget, no e-commerce solution and poor search ranking, how could Sainsbury’s Tu brand capitalise on the demand and secure a share of this market?
Our solution? To give Sainsbury’s some cultural currency to make it a destination for Christmas Jumpers and make them a top of mind consideration in-store during the weekly shops running up to Christmas.
We looked to capitalise on Sainsbury’s strong social following and harness all the conversation and buzz around Christmas Jumpers with a fun compelling social idea: Dads dancing in novelty knitwear.
Say hello to ‘The Christmas Jumpers’.
It’s safe to say, it was a viral hit that travelled the globe. We had two million views in just two days, 28 million views in three weeks – the film extensively re-posted across Youtube and Facebook by fans. But forget views, this film was securing more shares than likes on Facebook which is unheard of and lead Steve Hatch (MD of Facebook UK&Ire) to say “We don’t normally comment on specific campaigns, but this really is exceptional.”
And the success continued with hard business measures, leading Mike Coupe, CEO, Sainsbury’s to include Christmas jumpers in his Third Quarter Trading Statement, “Our clothing and general merchandise businesses traded strongly over the quarter, in particular our clothing business was up nearly ten percent year-on-year. We sold more than twice the number of Christmas jumpers compared to last”