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Sainsbury’s 'Try Something New Today’ advertising won IPA Effectiveness Gold Awards in 2008 and 2010 and is recognised as one of the best campaigns in UK supermarket history. The campaign was inspired by the thought that Sainsbury’s could meet its ambitious growth goal by getting every customer to spend just £1.14 extra each week. The campaign did increase customer spend but it also attracted new customers and increased sales across the whole product range, not just the ingredients featured in the advertising (see 6’ 35” to 6’ 52” of this video). This is consistent with Bryon Sharp's findings that significant growth usually comes from making your brand come to mind more readily for more category entry points amongst all category buyers, not just your current customers.

​What to learn more? Try asking Virtual Dan White.