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Client
Challenge
Home Retail Group agreed to be taken over by Sainsbury’s for £1.4bn, Sainsbury’s completed the acquisition in September 2016. The deal included catalogue chain Argos and furnishing retailer Habitat, which made Sainsbury’s the largest retailer of merchandise in the UK.
As part of this merger, the businesses wanted their combined colleagues to understand what the other business was all about in terms of culture, pace and the synergies they would bring as a collective.
Solution
As part of a wider marketing and internal communications project, the business wanted to portray the acquisition as a collaborated partnership highlighting the great synergies that exist. The approach was to show colleagues from both businesses interacting with each other in synchronicity. This would capture the essence of what Sainsbury’s culture was all about.
Outcome
The commercial was shown to over 250k colleagues and distributed through screenings at their large commercial centres, depots and warehouses through the UK. The videos were also used at conferences and shared through the intranet.
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