Sainsburys ⎯ Honouring Culture Through Authentic Storytelling
Championing Black Cultural Voices
Retail
Brief
Sainsbury’s wanted to honour Black History Month in a way that felt authentic and genuinely reflective of Black British culture. Instead of generic celebration, the aim was to spotlight real contributions, creativity and heritage.
Strategy
We built a culturally grounded media partnership with two leading African-Caribbean publications, producing sponsored editorial content centred around food, family, design and personal stories, ensuring the campaign felt community-led, not brand-imposed.
To extend relevance and reach, the series was amplified through targeted digital and social placements around peak engagement moments. Features included recipes by Michelin-star Chef Anthony Cumberbatch and stories showcasing rising Black British creators.
Results
The result was a campaign that strengthened Sainsbury’s connection with Black British audiences by celebrating culture with accuracy, respect and creativity.
150k+
Print readership reached across The Voice & Pride Magazine special features
320k+
Engagements across articles, recipes, videos & social extensions
1.8M+
Total impressions across digital publisher networks
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Sainsburys ⎯ Honouring Culture Through Authentic Storytelling
Championing Black Cultural Voices
Retail
Brief
Sainsbury’s wanted to honour Black History Month in a way that felt authentic and genuinely reflective of Black British culture. Instead of generic celebration, the aim was to spotlight real contributions, creativity and heritage.
Strategy
We built a culturally grounded media partnership with two leading African-Caribbean publications, producing sponsored editorial content centred around food, family, design and personal stories, ensuring the campaign felt community-led, not brand-imposed.
To extend relevance and reach, the series was amplified through targeted digital and social placements around peak engagement moments. Features included recipes by Michelin-star Chef Anthony Cumberbatch and stories showcasing rising Black British creators.
Results
The result was a campaign that strengthened Sainsbury’s connection with Black British audiences by celebrating culture with accuracy, respect and creativity.
150k+
Print readership reached across The Voice & Pride Magazine special features
320k+
Engagements across articles, recipes, videos & social extensions
1.8M+
Total impressions across digital publisher networks
More Works
(MRA — 02)
©2024
Sainsburys ⎯ Honouring Culture Through Authentic Storytelling
Championing Black Cultural Voices
Retail
Brief
Sainsbury’s wanted to honour Black History Month in a way that felt authentic and genuinely reflective of Black British culture. Instead of generic celebration, the aim was to spotlight real contributions, creativity and heritage.
Strategy
We built a culturally grounded media partnership with two leading African-Caribbean publications, producing sponsored editorial content centred around food, family, design and personal stories, ensuring the campaign felt community-led, not brand-imposed.
To extend relevance and reach, the series was amplified through targeted digital and social placements around peak engagement moments. Features included recipes by Michelin-star Chef Anthony Cumberbatch and stories showcasing rising Black British creators.
Results
The result was a campaign that strengthened Sainsbury’s connection with Black British audiences by celebrating culture with accuracy, respect and creativity.
150k+
Print readership reached across The Voice & Pride Magazine special features
320k+
Engagements across articles, recipes, videos & social extensions
1.8M+
Total impressions across digital publisher networks
More Works
©2024