Channels  
Client Sainsburys
Agency Seven
Title Sainsbury's Little Ones
The Brief

To launch a baby & toddler club aimed at making Sainsbury's the first choice for young families. To increase Sainsbury's share of the consumer's basket, attract new customers and support the ‘best for food and nutrition' brand message.

The Challenge

In a crowded marketplace of baby loyalty schemes, creating a standout club for super-busy parents.

Editorial Response

New mums are anxious to do the best for their baby, but bombarded with advice around the issues of food and nutrition. That's where Seven came in, offering a unique selling point of parenting advice, meal planners and hundreds of recipes, nutritionally approved by the British Nutrition Foundation.

Seven launched the Little ones baby & toddler club in October 2009 in response to a very particular challenge. Seven's solution was an integrated campaign comprising quarterly lifestage-targeted glossy magazines, monthly content-rich, age-specific booklets, regular loyalty offers, targeted emails, a recently revised website, and social media to transform Sainsbury's into the supermarket mums trust the most.

The Little ones magazine is a key element in the club's acquisition and loyalty strategy. This free, glossy magazine is one of many member benefits, including gorgeous, seasonal content and money-off coupons.The magazine strengthens the club's value, while the website is the centre of acquisition, enabling people to join online as well as allowing Sainsbury's to follow the behaviour of the club's members through Nectar activity. The site pools Seven's editorial expertise in print and online to great effect. As the club's sole acquisition tool, the website ranks highly in search engines and works hard to convert visitors to members, the activity is supported by email, direct marketing and instore collateral.

Seven recently launched an improved website for the highly successful club, which has a growing member base of half a million. The new, more targeted site structure splits content by five key lifestages, including pregnancy, newborn, weaning, toddler and pre-school, including parenting tips from real mums, making the content more relevant and targeted for users, whilst boosting advertising and revenue. 


Packed with more than 400 recipes, meal planners, offers and advice, the site is a measurable success with over 520,000 members signed up to Little ones baby & toddler club since launch. 

Since launch in October 2009, the site has had more than 3.1 million visits, with more than 13.8 million page views, and the conversion rate for new visitors joining averages 42% a month.What's more, the APA Editorial Effectiveness Study revealed that the club generates increased confidence in Sainsbury's - 98% of people asked, agreed that Sainsbury's is a brand they trust for baby and toddler nutritional advice, 58% saying their opinion of Sainsbury's has improved after reading Little ones content.

Members are returning to the site more than ever, with the key driver being our approachable editorial style. Open and click-through rates for email remain impressive at 25-45%. Offer emails generate significant incremental sales, and responses to exclusive offers demonstrate that members remain engaged with the brand.

The Little ones Recipes & Nutrition book is the latest extension of the club, enhancing the brand's proposition even further.


Winner of the 2010 and 2011 APA Best Integrated Marketing Solution award, the title was also highly commended in the APA Grand Prix category, recognising overall excellence based on the single piece of work that stands above the winners across all 27 categories in effectiveness, creativity, brand synergy, originality and strategic thinking. Sainsbury's Little ones baby & toddler club reached the Content Marketing and Finance Director's Prize shortlists for the Marketing Society Awards for Excellence 2012. 

The award-winning campaign was also a finalist in the CIM Marketing Excellence Awards 2011 in the Best in Media and Publishing category.

Vital statistics
  • 520,000 Members of Little ones baby & toddler club
  • 3.1 Million visitors to the website
  • Over 13.8 million pages viewed
  • 42% conversion rate of web visitors to members
  • 25-45% open and click-through rates with engagement from tailored emails

Agency Website:

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