News & Blog

Toblerone Campaign

Delivering personalisation at Christmas for Sainsbury’s customers

Mondelez recently ran an experiential campaign for Toblerone in 77 Sainsbury’s stores, giving customers an in-store and digital experience.  Customers were able to personalise their Toblerone with a sleeve, plus a QR code which allowed the customer to record a personalised message to gift to a loved one over the Christmas period.  For Sainsbury’s, enabling […]



Whilst the World Cup may be slipping into the edited highlights of 2018, we have looked back at this activation to understand its impact on the sales. To support World Cup 2018 in Sainsbury’s, i2C teamed up with six big brands across the lager, crisps, soft drinks and confectionery categories to create two unique customer […]


Customisable aprons? How a personal touch can lay the foundations for a successful campaign

Danone teamed up with i2C and fashion brand Orla Kiely at the end of May to raise awareness of the relatively new Light & Free yoghurt range. Our vision was to use personalisation to engage Sainsbury’s shoppers, and resonate with those that had a passion for fashion. The campaign brought together different media channels with […]


Small changes to an old recipe

As traditional retailers face tougher competition from discounters and high street budget stores on price, a greater emphasis is being placed on providing customers with unique reasons to enter their stores. Strategies range from reinvigorating a customers’ passion for food and cooking, through the supply of distinctive and exclusive product offerings to creating a frictionless […]


i2C at five: Highlights from our fifth birthday celebration

5 years ago, we launched insight to communication (i2C), a data-driven marketing agency giving Sainsbury’s branded suppliers unprecedented access to customer data and communication channels, helping our clients to understand and influence shopper behaviour more effectively than ever before. On 15 March 2018, colleagues from i2C and Sainsbury’s got together with our Sainsbury’s supplier clients […]

Soft Drinks

Getting tough on soft drinks: Three ways the Sugar Tax could impact suppliers and shoppers

On April 6th 2018 a number of the nation’s favourite soft drinks will be impacted by the Soft Drinks Industry Levy, or the ‘Sugar Tax’. This levy will affect any added sugar drinks with a sugar content greater than 5g per litre or 8g per litre and could result in customers paying 18p or 24p […]


Physical disruption in a digital world

Direct mail can create real cut-through, drive attention and deliver authenticity. 87% of consumers rate messages delivered by mail as believable (vs 48% for email)*. This perception of authenticity and trust is strong. It allows brands to communicate openly with shoppers around any product changes or launches, knowing that the majority of readers will consider […]


Organic: From niche to mainstream

Organic sales continue to grow at an impressive rate, despite operating against a backdrop of a food and drinks market in slight decline. A 2017 Soil Association report showed the UK Organic market to be worth £2.09bn having experienced a fifth consecutive year of growth*. Organic suppliers and grocery retailers now face the challenge of […]


Keeping up with digital: Trends FMCGs need to be aware of

For many of us, digital interactions continue to play a more prominent role in our day-to-day lives. It will not be surprising to learn that over half of the adult population check their smartphones within five minutes of waking up. And with virtual assistants such as Alexa and Siri becoming commonplace in the household, our […]


Loyalty Magazine Awards: Winner

Best Coupon/Voucher Based Loyalty Programme 2017The i2C team were at the Loyalty Magazine Awards this week and were delighted to win Best Coupon/Voucher Based Loyalty Programme 2017 for our work with P&G. Congratulations to the whole team.The Baby and Beauty category in UK supermarket Sainsbury’s grew 1.6% last year, driven by customers shopping more frequently. […]


The gender gap remains a challenge for us all. What can we learn from those who are helping to close it?

i2C Connect: Women in Leadership, 29th June 2017 “Be bold and know what you want, be conscious in your choices”: Helen Hunter, Director of Marketing Strategy and Innovation at Sainsbury’s This summer i2C kicked off i2C Connect, a series of quarterly events that explore diversity and inclusion in the workplace. Chaired by i2C CEO Susanna […]


The Sainsbury’s Beauty Awards are now live!

i2C has worked with Sainsbury’s to create an integrated activation across 34 new or exclusive products across the Beauty category. The Sainsbury’s Beauty Awards event has a 3 phase approach to drive engagement with shoppers and cut-through for the 3 awards within the activation: Sainsbury’s Choice, Customer Choice and Expert Choice. The activation is a […]