Tastes of the World
6 week campaign
Sainsbury’s aim was to target second-gen ethnic groups in London with their Taste of the World campaign (Indian, Polish, Chinese, Caribbean and Jewish) and promote specialist ingredients from each ethnic group that could be picked up in store.
The Evening Standard provided a multi-platform campaign with food bloggers to create an authentic voice.
The campaign featured traditional family recipes given a second generation twist, shared by a selection of food writers and bloggers.
The food writers and bloggers who took part also promoted the campaign via their own social media, generating traffic from their followers.
A different ‘World Food Selection’ recipe featured in the Evening Standard’s Food pages within the Standard’s lifestyle section - London Life - each Wednesday, contextually placed next to relevant editorial. Additionally we used vendor bills to support the campaign launch.
A weekly video featured the writer or blogger providing background on the importance of food in their family life and culture, alongside tips on how to use the ingredients.
We also created a hub which hosted all the digital pages repurposed from print and the video content.
There was also a weekly one day Food & Drink channel takeover, as well as co-branded traffic drivers around the site.
In addition we ran a Facebook, Twitter and Instagram competition asking readers to share their signature dish using the hashtag: #mysignaturedish with the chance of winning a £100 Sainsbury’s voucher each week.
Evening Standard readers are twice as likely as the average UK adult to be influenced by food advertising* and more likely than readers of any other quality news brand, The Mail or Metro.
(Source: NRS Jan-DEC15)
more than three times the site average