Best practice from PHD London.
Sainsburys created a useful Custom Recipe Unit that would spark ideas for tasty, easy Christmas meal options.
The Sainsbury's supermarket chain wanted to position itself as the perfect recipe provider for Christmas.
Their aim was to reach their audience, predominantly targeting women between 25-55, at the point where they would be planning their seasonal menus and position Sainsbury's as the perfect partner to inspire.
Strategy and implementation
Sainsbury’s worked with Vibrant to create a useful custom recipe in-text unit that would spark ideas for easy and different Christmas recipes using their products
Users could conveniently mouse over words like ‘clementines’, ‘mince pies’ and ‘cava’ within relevant content and immediately access Christmas recipe ideas and ingredients listed directly inside the unit.
Sainsbury’s wanted to offer something of real value to their target audience. Working with PHD and Vibrant they created a custom unit that would not only suggest a meal idea but also list all the relevant ingredients directly within the unit.
This meant that users could easily note down a recipe without having to leave the page they were on. The unit featured five seasonal recipes including Poached Ginger Clementine’s and Sherry Cream Mince Pies.
Users could link to the specific section of the website to be inspired by more Christmas recipes and link to the shop to buy the ingredients. The unit featured in articles on food and drink websites and appeared when users moused over relevant words such as ‘clementines’ and ‘mince pies’.
The creative concept helped push Sainsbury's, out of all the supermarkets, as the supermarket who first brought recipe content online.
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