News & Blog

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 vehicle to drive awareness of Sainsbury’s as a destination for Beauty using a bespoke creative execution.

The first phase focuses on digital engagement of shoppers and in-aisle activation to drive conversion to the category within Sainsbury’s. Using our insight we have targeted shoppers with digital display banners and animated MMS to mobiles. Advanced analytical techniques widen the campaign to relevant Sainsbury’s customers not shopping the category.

Activations on social media and an advertorial in Sainsbury’s magazine complement these digital campaign elements and deliver broadened reach. A competition to win a hamper of shortlisted award products provides a shopper-centric call to action. The competition is hosted on alongside the voting page and also features ‘click to buy’ functionality.


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 […]