Sainsbury's
Can you give me an example of a recent marketing campaign?
A case study (presented as part of the Advertising Effectiveness Awards) argued that Jamie Oliver (the TV chef) has helped the group to generate £1.12bn extra in sales. So has the 'Naked Chef' been a naked success for Sainsbury's? Well according to a review of the advertising campaigns carried out by the supermarket group, the answer is definitely 'yes'. It argues that the £41m spent on the advertising campaign has helped to generate £5 of profit for every pound spent on the campaign. The supermarket group has increased turnover by £2bn over the last two years and the report is attributing over half of this to the advertising campaign. However, critics point to the fact that Sainsbury's have also been spending billions of pounds on upgrading stores and improvements in their distribution and supply chain. They have also opened 4% more selling space over the same time period.