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Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a British supermarket brand, transformed its store into 'Signsbury's' to raise awareness of British Sign Language (BSL).

Sainsbury's: Collect For Christmas

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, launched a gamified campaign that motivated people to build up their Nectar points and spend them on their big Christmas shop at Sainsbury's.

Sainsbury's: Data Playback

Case Study • DMA (UK), Gold, 2020

Sainsbury's, a UK supermarket brand, increased brand loyalty by awarding Top Buyer recognition badges to frequent customers.

Oil giants find revenue solace in grocery sales

News • 19 January 2021

Major oil companies, suffering weaker demand for fuel during the pandemic, are finding that an uptick in grocery sales at their network of service stations world-wide is helping pick up the revenue slack.

63% of British Muslims feel supermarkets use outdated activations

Data • Rob Clapp, WARC Data Points, January 2021

An overview of how Muslim consumers in the UK feel about supermarket aisles and activations.

Amazon, Walmart swallow return costs

News • 12 January 2021

A crucial aspect of any e-commerce business is the return rate, but following a bumper holiday season, for some retailers the cost of taking a product back is too high, so customers can keep the product and still get their refund.

Kantar flags new record for UK grocery sales

News • 05 January 2021

Lockdown restrictions boosted UK grocery sales during December as many people, unable to visit pubs and restaurants, upgraded their spending on products to consume at home.

How Walmart is unleashing an army of micro-influencers – its own workers

News • 18 December 2020

The idea that employees play a vital role in the customer experience is nothing new in commerce, but US retail giant Walmart is taking the notion one step further – by turning its workers into small-scale influencers, Modern Retail reports.

Child products and groceries see greatest e-commerce growth in France

Data • Rob Clapp, WARC Data Points, December 2020

An overview of e-commerce categories in France during the coronavirus (COVID-19) outbreak.

Avoiding grocery greenwashing: how to activate sustainability effectively

Article • Callum Saunders, WARC Exclusive, December 2020

With sustainability more a concern to consumers, grocery brands need to avoid ‘greenwashing’.

Obs: Reinventing How to Communicate Black Week

Case Study • Christoffer Nergård, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Norwegian retail brand Obs made its employees the stars of the show to get noticed in Black Week, grow market share and attract new customers.

Tesco: Getting the UK TV Family Together at Christmas

Case Study • Katy Harkness, Francesca Blair, Tom Mardon, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Retailer Tesco created a first of its kind partnership in the United Kingdom that saw its ad content integrated across three leading TV broadcasters to drive buzz and sales during the Christmas season.

Tesco Stores: Bringing Back Supermarket Sweep

Case Study • Amy Butterworth, WARC Media Awards, Gold, Effective Use of Partnerships and Sponsorships, 2020

Tesco, the grocery retailer, used ad-funded programming to amplify its nostalgic centenary celebrations in the UK.

Lidl Ireland: Boosting in-store visits and sales with Facebook Instant Experience

Case Study • Kirsten Coventry, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Supermarket discounter Lidl Ireland engaged with social media to drive sales and incorporate a new business dimension.

ALDI Good Different Phase 2: Questioning the cult of loyalty

Case Study • APG (AUS), Creative Strategy Awards, Gold, 2020

ALDI, a supermarket, revealed the false benefits of loyalty programmes and increased revenue with its Pointless Points campaign in Australia.

The More the Merrier: ALDI's Christmas invite that opened up Aussie hearts, minds & wallets

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

Aldi, a supermarket brand, encouraged Australians to shop at Aldi for Christmas by launching a video campaign that touched on Aussies' generosity with a crash landing from Santa.

Harnessing opportunity: Which businesses worked hardest to meet customer needs during the coronavirus pandemic?

Article • Manfred Abraham, WARC Exclusive, November, 2020

A ranking of brands by customer experience during COVID-19.

Tesco: The Tesco Turnaround Story

Case Study • Katy Harkness, Nick Ashley, WARC Media Awards, Entrant, Effective Channel Integration, 2020

Leading British grocery retailer Tesco ran a five year, multi-channel campaign to rebuild the brand by growing quality, value and reputation with customers, and revitalise the business by driving footfall and spend.

What brands can learn from those that fail in Japan

News • 18 November 2020

After 18 years of trying to succeed in the Japanese market, Walmart has become the latest big foreign brand to tacitly signal that this is a market it could not crack.

Tesco: Tesco during the COVID pandemic

Case Study • Katy Harkness, Francesca Blair, Tom Nash, WARC Media Awards, Silver, Effective Channel Integration, 2020

Leading British supermarket Tesco ran an agile, multi-channel campaign that built trust and reacted to new shopping patterns during COVID-19 lockdown to drive sales and positive brand associations in the United Kingdom.

Why Waitrose thinks it’s a great time to be a customer

Article • Brian Carruthers, Event Reports, Advertising Week, October 2020

This article examines how UK supermarket chain Waitrose managed during the pandemic.

Snacks and personal care products see greatest e-commerce lift

Data • Rob Clapp, WARC Data Points, November 2020

An overview of e-commerce categories in Europe during the coronavirus (COVID-19) outbreak.

ALDI Australia: How a campaign for one convinced Australia to give ALDI another go

Case Study • Effies (Australia), Australian Effies, Silver, 2020

Aldi, a supermarket brand, went to extreme lengths to win back one of its fresh rejectors and won over a tide of Aldi shoppers in Australia by secretly replacing an Aldi hater's food items with Aldi products.

ALDI Australia: How a never-ending ham helped ALDI beat its own Christmas record

Case Study • Effies (Australia), Australian Effies, Bronze, 2020

Aldi, a supermarket brand, positioned itself at the heart of the epic Christmas feast in Australia by reflecting the ‘miracle’ of the never-ending Aldi ham.

Kroger Precision Marketing SVP Cara Pratt on media’s shoppable future

Opinion • Alex Brownsell, October 2020

Retail media is rising up the agenda, with brands dedicating more spend to performance channels. Cara Pratt, SVP at Kroger Precision Marketing, talks to Alex Brownsell for WARC Marketer's Toolkit 2021 about how the grocer is using customer data to close the loop between ad investment and customer purchase.

Learn from the best: Lessons from the world's most awarded brands

Article • WARC Exclusive, April 2020

Provides lessons learned by the best-performing brands in the WARC Rankings 2020 and the strategies they used to achieve success in 2019 awards shows.
What we know about e-commerce and social commerce

Article • WARC Best Practice, December 2020

This article provides marketers with information and guidance about connecting marketing communications directly with the opportunity to purchase and facilitating seamless online purchases.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
COVID-19 proves digital transformation is a business imperative that marketing must lead

Article • WARC Exclusive, March 2020

The coronavirus will hasten the digital transformation of vulnerable, traditionally-run consumer retail companies.
Four ways hard-hit retailers can overcome the coronavirus crisis

Article • Low Lai Chow, Event Reports

From handbags to hand sanitisers, the coronavirus impact on retail is challenging.
Five digital shopping trends surging due to the coronavirus

Article • Euromonitor Strategy Briefings, August 2020

With COVID-19 placing constraints on physical operations, consumer-facing companies have become more reliant on the digital channel to drive all forms of engagement with their customer base.