J Sainsbury 20x20
Brand Direction
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Values Are Valued
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Sainsbury's values have always been important to the business for everything they do in their pursuit to provide great food. From being one of the few supermarkets that bakes from fresh ingredients in store, to being the worlds largest Fairtrade retailer, selling only MSC certified fish and RSPCA Freedom Food certified products, Sainsbury's has always put their commitments into action.

Commitment To The World
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Sainsbury's 20x20 Sustainability Plan is a new stage of the business strategy designed to accelerate their commitment to social and environmental responsibility. The company has set out 20 ambitious goals, which will help customers make more nutritious, sustainable and ethical purchasing decisions week in, week out, on a journey to 2020. 20x20 is the roadmap towards making this vision a reality for it’s 21million customers.

Planned Launch
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I helped Sainsbury’s articulate this new vision in the launch materials to communicate the ambitious Sustainability Plan at the launch events. Materials were also created for training, team workshops and conferences. Further developments included communicating through small films titled ‘Little stories, big difference’. Employees share insights into what’s being achieved through the business.