Sainsbury’s – Buy one give the free one away
This campaign would form the main brand idea across the year for Sainsbury’s. We would reposition the ‘Buy one get one free’ culture, which encourages people to leave the store with food they don’t really need, simply because it’s free.
‘Buy one give the free one away’ is a way for people to help those who are less fortunate, without spending any extra money. Their free item would be re-allocated through food banks to people who need it most such as starving families and the homeless.
Sainsbury’s would invite other supermarkets to follow suit, primarily because it’s the right thing to do but at the same time they would steal a march on their competitors.