February 14th, 2023, Lesley Simeon
Sainsbury's is reviewing its creative account and has reportedly engaged in conversations with agencies over the past two weeks. Incumbent agency, Wieden & Kennedy London (which took charge of the retailer’s £60 million ad account in August 2016) will not be repitching. The supermarket chain’s creative agency of record for nearly seven years, Wieden & Kennedy (W&K) held the account through the pandemic as well as the cost-of-living crisis.
How did Sainsbury's fare with W&K handling its creatives?
Since winning the account in August 2016, Wieden & Kennedy has worked on a number of campaigns for the supermarket chain, including several of the retailer’s annual Christmas-season ads. Most recently, the agency worked on a rebrand for Sainsbury’s in 2021.
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Sainsbury’s Ad Awareness scores have remained more or less unchanged since 2016. The metric - which indicates how many and which consumers are noticing the brand’s advertising - grew from 24% in 2016 to 27% in the year after, 2017. As of 1 January 2023, the retailer’s Ad Awareness score stood at 23%.
The brand’s Quality metric - which measures whether the brand represents poor or good quality – improved from a net score of 44 in 2016 to 47 in 2023.
Explore our living data - for free
Discover more retail content here
Want to run your own research? Run a survey now
Make smarter business decisions with better intelligence. Understand exactly what your audience is thinking by leveraging our panel of 20 million+ members. Speak with us today.
Methodology: YouGov BrandIndex collects data on thousands of brands every day.
Sainsbury's Ad Awareness score is based on the question: Which of the following supermarkets have you seen an advertisement for in the past two weeks? and delivered as a percentage. Its Quality score is based on the question: Which of the following supermarkets do you think represents good quality/poor quality? and delivered as a net score between –100 and +100. Its Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score between –100 and +100. Scores are based on an average daily sample size of 29876 GB adults between 1 January 2016 and 9 February 2023. Figures are based on a yearly periodicity. Learn more about BrandIndex.
Photo by John Cameron on Unsplash