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Tom Holmes talks to Sarah Warby, Marketing Director of Sainsbury’s.Sarah joined Sainsbury's in 2012. In Marketing we have the privilege and the responsibility of looking after a remarkable brand.
TH: Congratulations on being voted ‘Marketing Leader of the Year’ what makes you particularly proud and why? TH: How are you going about changing consumer perceptions about groceries being more expensive at Sainsbury’s?
SW: I’m a big believer in content – if brands aren’t thinking like publishers I think they’re missing a trick. TH: What have you enjoyed most about working with Channel 4 and how successful has the partnership been? SW: C4 are great to work with – we have had a number of successful partnership projects with them recently in Paralympics and What’s Cooking in the Sainsbury’s Kitchen, our AFP.
TH: Do you prefer to use an ‘integrated’ agency approach or specialist agencies by individual discipline? SW: I’m afraid I don’t get to do that any more, but the key to being a great client hasn’t changed from the days when I did – communication, trust, openness. TH: How do you monitor and stay-in-touch with the agency market to ensure you work with the best?
SW: The team are very plugged into their bit of the landscape, and I have a dedicated media procurement manager in my team who keeps us all up to date. SW: I think its horses for courses – but a full creative pitch will always have value as the only stage on which you can really get to see what an agency might be able to do for you.
Sister is a creative multi-platform communications agency that strategically integrates public relations with marketing, advertising, social media, digital design, web development, music and film production. Register your interest and access the application form now for the Transition programme from The Young Foundation. Spaces are allowed; punctuation is not allowed except for periods, hyphens, apostrophes, and underscores.


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As Marketing Director, she sits on the Sainsbury's Operating Board and is responsible for setting the marketing agenda, developing brand strategy and overseeing all aspects of execution.
144 years of dedication to quality and service with an innovative, progressive streak to be proud of.
Working for Andy Duncan at Unilever taught me a lot about the intricacies of leadership, living in Sydney and understanding life in an advertising agency was fantastic and hopefully made me a better client. Ultimately marketing is, as often quoted “the truth well told” and in this case the job for me to do is simply tell the truth as well as I can.
It’s crucial to think about the quality of every interaction with customers, increasing numbers of which take place in the digital world.
This is where the always on strategy to fulfil our promise of helping and inspiring customers to Live Well for Less comes to life. When I do them, I’m not looking for the pitch work to be The Answer; it’s a demonstration of how an agency thinks, how it tackles a brief and what their creative’s can do – so you know what you’re buying. Sarah also drives the development, management and marketing of Sainsbury’s own label portfolio, as well as commercial initiatives such as Brand Match and Nectar.Sarah is a Mentor of the Marketing Academy and was recently voted ‘Marketing Leader of the Year 2013’ by the Marketing Society. Take our January campaign “make your roast go further” – a simple idea to help customers have a lovely Sunday lunch and stretch the leftovers to make Monday and Tuesday night tea as well.
If you’re in the mindset that digital necessarily means ecommerce, then your definition of success becomes limited to a transaction and you’re missing the point. For ?5 customers will also get a DVD to help bring the activities to life along with a poster and scrapbook of over 100 stickers to document their summer fun. The e-mail address is not made public and will only be used if you wish to receive a new password or wish to receive certain news or notifications by e-mail. Our coaches will support each social venture through 48 hours of 1:1 practical support building a bespoke financial model. When I spend time at our Archive (in the London Docklands Museum) I always come away inspired.


Well, we track prices and promotions every day and our prices and promotions are competitive.
A 30” ad spot will run for six weeks to support the ‘Bumper Book of Summer’ showcasing the kind of fun kids could be having this summer. Remarkable commercial results which is customers voting with their wallets and the cherry on the top was the way customers phoned our Careline to say thanks. And we put our money where our mouth is: every week we give our customers millions of Brand Match coupons, based on an instantaneous price comparison– and more than half the time the coupon reassures them that their branded shop was cheaper in Sainsbury’s today than it would have been at Asda or Tesco.
Additional press activity targeting parent’s features suggested activities to pull out, including treasure hunts using POS signage and interactive activities online.
The other side of the pride coin is internal – nothing beats the feeling of watching someone in the team playing a blinder.
And if the branded shop wasn’t cheaper, including all the deals and promotions our competitors are doing, then we give you a voucher for the difference for next time – pretty straightforward stuff. Wednesday 24 July sees the supermarket chain host the Nectar Double Value Exchange where customers will be able to redeem points worth double their value in exchange for vouchers to help make fun days out, such as the local swimming pool, theme parks or meals out at Cafe Rouge or Bella Italia, more affordable.Sarah Warby takes the title of Marketing Leader of the YearA massive congratulations. Thank you to everyone who votedSince joining Sainsbury’s at the beginning of 2012, Sarah Warby’s impact on the supermarket’s marketing has been significant.
We went through several iterations of the strategy but realised pretty early on that people were connecting more with the brand when we didn’t put pressure on one big Christmas moment like the dinner or opening presents. Customers have their little meaningful rituals in the lead up to Christmas and all those moments are what makes it special. It’s that crescendo affect and it’s why we decided to focus on the little moments across 14 different adverts with our campaign. The flexibility across the 14 different executions allows the brand to be directly in tune with the excitement around Christmas for shoppers.



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