Sainsbury's

For the Rio World Cup, Sainsbury's faced the challenge of promoting itself as the go-to supermarket without official sponsorship rights. To navigate these legal constraints and avoid using restricted World Cup branding, we launched a "design-first" illustrative campaign that focused on celebration and unity.

The campaign, centered on bringing people together to support the English team and enjoy festivities with Sainsbury's products, was vibrant, inherently fun, and captured the essence of Rio and football without crossing legal boundaries.

It encompassed in-store visuals, out-of-home advertising, online and press coverage, PR, packaging, POS toolkits, and radio, including tactical media placements for proximity ads and cross-product promotions. This ensured robust market engagement even when England inevitably went out of the tournament.