How do you use insight to engage niche audiences?

“Thank you again to Sainsbury’s for a

really fun evening. It was lovely to

see a large delegation of senior

managers from the PR, branding,

marketing, online, cooking, and

nutrition teams, all of whom were

very friendly and keen to hear any

comments and suggestions

consumers may have about the

freefrom range. I will certainly be

looking out for the new freefrom

products.”

http://www.beautifulactivenourished.com/2010/02/24/

dinner-chez-sainsburys/

A story…

Sainsbury’s launched their newly improved freefrom range

Sainsbury’s launched their newly improved freefrom range

Which would appeal to a relatively small and a very specific online community - those living with food allergies

But we knew they had very active channels for sharing

advice…

But we knew they had very active channels for sharing

advice…

…and a great nostalgia for foods no longer available to

them…

…and a great nostalgia for foods no longer available to

them…

Image: JeffreyW http://www.flickr.com/photos/7927684@N03/4541045412/Image: JeffreyW http://www.flickr.com/photos/7927684@N03/4541045412/

So, to raise visibility of the newly extended freefrom range, (and place Sainsbury’s as a trustworthy leader for the allergic and intolerant consumer) we hatched a plan to amplify the already positive conversation by ‘catering’ for those needs ourselves…

1000heads + Sainsbury’s set about hosting a freefrom Dinner Party

that would serve dishes we knew the community had missed

1000heads + Sainsbury’s set about hosting a freefrom Dinner Party

that would serve dishes we knew the community had missed

And how did we know they missed the dishes? Because we asked them to create the freefrom dinner party menu, it was their evening and this was the central theme of our engagement

Afterwards we sent them freefrom hampers to try the range at home

Afterwards we sent them freefrom hampers to try the range at home

Everyone had a good time and got to eat food they previously only had fond memories of…

“I salute Sainsburys for selling gluten free oats

and hope that they expand their range to include

more certified gluten free basics like nuts, dried

fruit and a range of gluten free flours that are

made from nutritious whole grains such as Teff,

Sorghum, Buckwheat, Quinoa and Millet. We need

to cook! Coeliacs need to eat real food - not

approximations of the rubbish that caused our

digestive systems to fail in the first place!”

http://milkforthemorningcake.blogspot.com/2010/04/

sainsburys-free-from-gluten-free-oats.html

Word of mouth was 100% positive

44,641 engagements throughout the target

community

14.9% of all online Sainsbury’s consumer discussion during the campaign period was

generated by those involved with the freefrom Dinner

Party

Tomorrow is going to be

a truly exciting day as I

am off to Sainsbury’s

Head Office in London to

take part in an

Intolerance Friendly

Dinner Party. Hurrah!

http://www.theintolerantgourmetblog.com/

journal/2010/2/27/sweet-potatoes-with-turmeric-

lime-and-cream-of-coconut.html www.1000heads.cominfo@1000heads.com+44 203 206 2000