Kitchens were where life happened in 2020. No longer just for morning cups of tea or evening dinner prep; with nowhere else to go, we used them as workspaces, classrooms and Friday night dance floors.
But come September, after 6 months spent mostly in our homes, Britain was suffering from kitchen burnout. Podcasts were also at an all-time high, with a record 10.1m habitual UK listeners averaging 7 hours tuned in each week.
So, to inject a sense of adventure back into our nations’ kitchens last Autumn, we partnered with Acast, the UK’s premier podcast provider, to inspire listeners to cook up a little kitchen magic.
In partnership with relevant podcast authors we created branded episodes, social content and sponsored cook-alongs each week, as part of Sainsbury's ongoing #LiveWellWednesdays campaign.
Given their pick of Sainsbury’s vibrantly fresh Autumn recipes to make in an episode, we pushed our foodie show hosts out of their culinary comfort zones, all the while showcasing the quality, abundance and affordability of the new season fruit and veg.
‘In for Lunch with Jay Rayner’, ‘’Spinning Plates with Sophie Ellis Baxter’, 'Off Menu’, 'Table Manners with Jessie Ware’, ‘Pappy’s Flatshare’ ’Sh**ged Married Annoyed’, ‘Deliciously Ella’ and 'The Doctor’s Kitchen’ - we had a full table spread of talent donning their oven mitts and joining Sainsbury’s in the kitchen for a deliciously adventurous Autumn.
• 2.8 million all adults, 1.6 OTH (over-delivering by +6%)
• All brand metrics related to the campaign objectives saw an uplift, with the most significant seen across:
Sainsbury’s offer fairly priced seasonal produce +106% Strongly Agree
Sainsbury’s offer recipe inspiration +123% Strongly Agree
Sainsbury’s encourage me to get adventurous in the kitchen +85% Strongly Agree
Sainsbury’s offer value for money +154% Strongly Agree