Sainsbury's ⎯ World Foods
Celebrating Culture
Every Season
Retail
Brief
Sainsbury’s wanted to strengthen multicultural relevance around major festive moments, Ramadan, Eid, Diwali, Summer, and Winter, by showing up where diverse families naturally gather, cook, and celebrate.
Strategy
We developed seasonal creative edits rooted in everyday family rituals and authentic cultural behaviour, featuring relatable community talent including Pakistani actor Imran Abbas and chef/food creator Nisha Parmar. Each film captured emotional nuance without feeling scripted, making the brand feel familiar, warm, and culturally respectful.
A high-frequency rollout across multicultural TV sponsorships, regional ethnic channels, and digital/social targeting ensured strong reach and repetition around festive conversations. Content partnerships and multicultural press articles further extended discovery, engagement, and trust within core communities.
Results
The result was a year-round programme that made Sainsbury’s a meaningful part of festive life in diverse UK households, strengthening emotional affinity, increasing visibility, and deepening community relevance.
35K+
Organic & social engagements across festive content and community shares
12M+
TV Reach, driven by festive edits, ethnic networks and bespoke sponsorship tags
14M+
Digital Impressions, across multicultural social, video and ethnic publisher networks
1,519+
TV Spots Aired, across Ramadan, Eid, Diwali, Summer and Winter bursts
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
Sainsbury's ⎯ World Foods
Celebrating Culture
Every Season
Retail
Brief
Sainsbury’s wanted to strengthen multicultural relevance around major festive moments, Ramadan, Eid, Diwali, Summer, and Winter, by showing up where diverse families naturally gather, cook, and celebrate.
Strategy
We developed seasonal creative edits rooted in everyday family rituals and authentic cultural behaviour, featuring relatable community talent including Pakistani actor Imran Abbas and chef/food creator Nisha Parmar. Each film captured emotional nuance without feeling scripted, making the brand feel familiar, warm, and culturally respectful.
A high-frequency rollout across multicultural TV sponsorships, regional ethnic channels, and digital/social targeting ensured strong reach and repetition around festive conversations. Content partnerships and multicultural press articles further extended discovery, engagement, and trust within core communities.
Results
The result was a year-round programme that made Sainsbury’s a meaningful part of festive life in diverse UK households, strengthening emotional affinity, increasing visibility, and deepening community relevance.
35K+
Organic & social engagements across festive content and community shares
12M+
TV Reach, driven by festive edits, ethnic networks and bespoke sponsorship tags
14M+
Digital Impressions, across multicultural social, video and ethnic publisher networks
1,519+
TV Spots Aired, across Ramadan, Eid, Diwali, Summer and Winter bursts
More Works
(MRA — 02)
©2024
Sainsbury's ⎯ World Foods
Celebrating Culture
Every Season
Retail
Brief
Sainsbury’s wanted to strengthen multicultural relevance around major festive moments, Ramadan, Eid, Diwali, Summer, and Winter, by showing up where diverse families naturally gather, cook, and celebrate.
Strategy
We developed seasonal creative edits rooted in everyday family rituals and authentic cultural behaviour, featuring relatable community talent including Pakistani actor Imran Abbas and chef/food creator Nisha Parmar. Each film captured emotional nuance without feeling scripted, making the brand feel familiar, warm, and culturally respectful.
A high-frequency rollout across multicultural TV sponsorships, regional ethnic channels, and digital/social targeting ensured strong reach and repetition around festive conversations. Content partnerships and multicultural press articles further extended discovery, engagement, and trust within core communities.
Results
The result was a year-round programme that made Sainsbury’s a meaningful part of festive life in diverse UK households, strengthening emotional affinity, increasing visibility, and deepening community relevance.
35K+
Organic & social engagements across festive content and community shares
12M+
TV Reach, driven by festive edits, ethnic networks and bespoke sponsorship tags
14M+
Digital Impressions, across multicultural social, video and ethnic publisher networks
1,519+
TV Spots Aired, across Ramadan, Eid, Diwali, Summer and Winter bursts
More Works
©2024