Sainsbury’s is launching a new ad campaign to promote the retailer’s SmartShop app, aimed at helping customers maintain financial control, shop “smarter” and access personalised discounts as the cost of living crisis deepens.
The SmartShop app, the in-store self-scan service launched in 2018 and linked to the Nectar loyalty scheme, enables customers to shop, scan and checkout autonomously, while the technology tracks purchases to unlock tailored product deals based on historical favourites.
The campaign, created by Ogilvy UK, will run across TV, OOH, radio, social, in-store and email and features food-related words replaced by images.
The 30-second film, voiced by Stephen Fry, has been developed in partnership with Ogilvy UK’s Behavioural Science business.
It opens with a Sainsbury’s customer “John” waiting at the checkout as the voiceover states: “Psst, John, yes you. You could have saved money on that lot with the Sainsbury’s SmartShop app, you silly…” At which point the camera switches to another customer using the app who says “sausage”.
It continues: “Oh John, you must feel like such a…” and again the camera switches to another customer who says “melon”. It continues in the same vein until it draws to an end with: “So, next time you shop at Sainsbury’s use your…” as John picks up a loaf. “Yes, John,” the voiceover concludes, “download the SmartShop app today.”
The move is part of Sainsbury’s wider £500m investment in helping reduce the impact of the 9.3% inflation shoppers have seen across food sales in the UK this summer, also including a £65m investment into pricing to help cut costs for shoppers.
The company says that the latest round of money will go towards its price lock initiative that aims to keep prices of 2,000 key items locked at set prices for another month, as well as extending the companies Aldi price match process.
Sainsbury’s chief executive Simon Roberts said: “We know how tough this ‘back to school’ season is going to be for our customers. With families across the country facing big increases in their energy bills, the situation is serious and our most important job at Sainsbury’s is to help our customers in every way we can.
“We have made huge strides to lower prices since we launched our new plan but we are committed to going further.”
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