CONCEPT DESIGN / ART + DESIGN DIRECTION / CREATIVE LEAD / COPYWRITING
SAINSBURY’S × NECTAR
Concept 01
EAT BETTER. LIVE BETTER.
The Idea/Rationale:
Sainsbury’s are Helping Everyone Eat Better by maximising the points and offers available through Nectar when customers adopt a healthier approach by using the app. This idea reinforces the brand campaign by not only asking people to Eat Better. But also to Eat Better. Cycle Better, Eat Better. Sleep Better, Eat Better. Revise Better...
How it works:
The Nectar app will give users regular triggered, contextual moments when they need to shop through direct response channels. Giving them the right offers at the right moment of truth. We can speak in general terms with Eat Better. Cheer Better - Don’t forget to stock up on BBQ food for the football to earn Nectar points. But we can be more personalised or also talk about value with Eat Better. Budget better.
Concept 02
SWAPTEMBER
The Idea/Rationale:
Sainsbury's are Helping Everyone Eat Better by squeezing the change. Give people time based incentives to shop and collect Nectar points. For the month of September, the Nectar app will encourage shoppers to swap for healthier alternatives. But we’re not asking for big changes. It might be as simple as swapping fries for sweet potato wedges to go with a burger. Rewarding shoppers with Nectar points and discounts. September is the month when people reset after the summer holidays. The business end of the year where people catch up on the ambitions of January promises. Swaptember can help them do just that.
How it works:
Each week the Nectar app will notify users the day before they typically shop. Giving them the option of swapping or trying healthier food, with food they already eat. Rewarding them with better eating choices and more Nectar points in the process.
Concept 03
FRIDGE BUDDY
The Idea/Rationale:
Sainsbury's are Helping Everyone Eat Better by starting at home in the fridge. Encouraging people to use up food that's been forgotten. But also boosting further sales with offers and Nectar points if they buy food to accompany what is still in the fridge before it goes out of date.
How it works:
Every week users will receive push notifications from Nectar. The app will recognise food from a previous shop based on average expiry times. Clicking on the notification will take customers through to recipe ideas and food suggestions to accompany what's been left behind in the fridge. 'Buy feta cheese and rocket salad to go with that forgotten beetroot at the back of the fridge'. Helping people eat better, adding value to their shop, cutting down on food waste, and giving people extra Nectar points in the process.
