Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 01 November 2007
Live and Breathe wins Sainsbury's Sport
Relief POS
Creative retail marketing agency Live and Breathe has been handed a brief to develop a POS campaign to promote Sport Relief 2008 throughout Sainsbury's stores.
The agency is promising a 'radical' response within the guiding framework of the brief to achieve cut-through in the aisles and encourage shopper support for Sport Relief initiatives in Sainsbury's 780 stores across the country The Sport Relief campaign is due to go live in January culminating in the Sport Relief weekend on 14-16 March 2008
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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Live and Breathe's campaign will run from February.
The agency already has an existing relationship with Sainsbury's, working on a range of strategic projects.
Nick Gray, Live and Breathe MD, explained the planned approach: "Research shows that securing cut through via in-store communications is problematic in most retail sectors.
"We will be using some alternative techniques to really draw the consumer's attention.
"We will focus our attention on striking that all important balance between the commercial and brand needs of both Sainsbury's and Sport Relief and developing a POS approach that actually works to achieve cut-through.
"Sport Relief has become well known in the charity calendar and always creates a huge buzz and we will want to match that in-store.
"We need to balance the good cause elements with Sainsbury's commercial objectives and will look to deliver a compelling campaign that motivates people so that they get their running shoes on or pick up a racquet or alternatively put their hands in their pockets to support the good cause financially".
The supermarket is the sponsor of the Sainsbury's Sport Relief Mile, which attracts hundreds of thousands of people across the country to take to the streets to raise cash.
Sport Relief raised GBP18m in 2006.
The stores will once again be selling a whole range of new Sport Relief kit.
The money raised is spent by Comic Relief to help vulnerable people living tough lives both at home in the UK and in the world's poorest countries.
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