My previous blog post focused on the key trends that we expect to see this year in relation to Customer Engagement and, in particular the Customer Experience. It was concluded that customers are no longer receptive to the passive communications and messages that brands once pushed out, but expect a genuine experience, in a storytelling, emotive and interactive nature.

Drum roll please… for Sainsbury’s appear to have released a perfectly fitting campaign in sync with the demanding requirements of an engaging customer experience!

The supermarket’s tag line of ‘Live well for less’ is one of which they have used for many years, however was this lifestyle mantra necessarily portrayed within the advertising messaging or activity?

In a bold move, the supermarket brand recently appointed a new advertising agency, tasking them with the brief to bring new meaning to this tired tag. Here, Creative Directors of Sainsbury’s newly appointed agency, Wieden & Kennedy pointed out:

“They had the endline which they