Sainsbury'sIn a competitive retail environment where competitors were primarily competing on price-led messaging, I partnered with the director and frozen marketing team at Sainsbury's to develop differentiated multi-channel campaign concepts that moved beyond discounts. The challenge was to connect product offers with practical meal ideas, convenience, and loyalty benefits across email, social media, and in-store touchpoints—demonstrating how a single campaign idea could be adapted for different customer moments.
I led the analytical groundwork by mining and analyzing loyalty card data to inform our strategy. Working from the initial brief, we segmented our approach into three components: the target customer (value-conscious shoppers), the commercial objective (encouraging selection of Sainsbury's for affordable weekly meals), and available channel mix. This data-driven foundation allowed us to craft concepts that were both commercially grounded and customer-centr
