Sainsbury's offers up Nectar nuggets for data-led push

Sainsbury’s is launching a truly data-driven ad campaign which uses Nectar insights to flag up the favourite shopping habits of people living across different areas of the UK.

Created by Ogilvy UK, the #CheckYouOut campaign runs across geo targeted digital OOH, social and email and will see Sainsbury’s customers and Nectar members receive customised analysis and insights based on their own shopping data, alongside a personalised microsite and dedicated regional pages, detailing regional shopping secrets.

By analysing Nectar data Sainsbury’s has curated what it claims is “the ultimate snapshot of what Britain’s 2022 year in food really looks like”.

#CheckYouOut showcases all manner of grocery favourites from the past 12 months, including which towns and cities were barbecuing in the rain, brewing the most cups of tea and who really loves their cats the most.

Sainsbury’s head of loyalty marketing Alex Lovell said: “By using data from the millions of Nectar customers, the #CheckYouOut campaign is able to provide our customers with personalised insights into their shopping habits, interesting nuggets about their favourite products and also savings they’ve made this year.

“As a business, it enables us to get closer to our customers, better understand their needs and use that insight to serve our customers more of what they love.”

Johnny Watters and Angus George, executive creative directors at Ogilvy UK, added: “The programme showcases the fun, wit and flavour in everyday purchases and the trends that Sainsbury’s customers buy into throughout the year.

“Offering great quality food is at the heart of what Sainsbury’s does and combined with the data from Nectar customers they are perfectly placed to reveal what goes on in the UK’s kitchens and celebrate those more unusual cupboard conventions.”

Check out your shopping habits, or the habits of your region here>