Sainsbury’s Magazine

The secret to standing out in a crazy competitive market

The grocery sector has never been as competitive, with threats from discount stores (Lidl, Aldi), online grocers (Ocado and Abel & Cole), meal boxes (Gousto and Hello Fresh) and the other time-honoured big guns (Tesco, Asda, Waitrose), meaning it’s harder than ever to stand out.

We’ve helped Sainbury’s Magazine stay ahead of the rest for more than 25 years through innovations that make it more valuable than ever for its consumers.

The big story is that we have shifted our focus from publishing engine to audience-first content model, which means we really do put our consumers at the centre of everything we create.

That means using search, social listening and surveys to constantly monitor what they’re eating and how they’re cooking; fuelling them with recipes and formats that get them talking across channels (all hail the Sausage Roll Wreath); celebrating their foodies' achievements through our #IMadeThis competition and staying ahead of the latest foodie trends by only ever using the biggest and best talents in food.


Proven results

Let’s face it, we wouldn’t have been around this long if we didn’t help to sell. We’re particularly proud of ‘the pomegranate molasses storm’ we triggered in the aisles of Sainsbury’s after featuring it in a Christmas cake recipe.

See more of our work.

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