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Tastes of the World

6 week campaign

The Challenge

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 Solution

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.

Contributors chosen

Indian foodMallika Basu (star blogger)

Indian food
Mallika Basu (ES food columnist)

Kosher foodJez Galaun 
(Brixton Brewery) 

Kosher food
Jez Galaun (Brixton Brewery)

foodKate Rowe (Eccentric Foodcentric)

Polish food
Kate Rowe (food writer)

Caribbean food Ranette Prime (Loretta’s Kitchen)

Caribbean food
Ranette Prime (Loretta’s Kitchen)

Chinese food Emily Quin (Blender & Basil)

Chinese food
Emily Quin (Blender & Basil)

In print

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.

Competition Reach

Campaign results

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.
*(index 203)

Print reach
3.6m Adults(Source: NRS Jan-DEC15)

Print reach
3.6m adults

(Source: NRS Jan-DEC15)

Page views56,963

Page views

Video views

Video views



Av page dwell time 
3mins 30secs more than three times the site average

Av page dwell time
3mins 30secs

more than three times the site average

Contact us

To talk to us about partnerships, please contact
Jo Aves
Head of Strategic Partnerships
or 020 3615 2575