Sainsbury’s Feed Your Family for a Fiver is a great example of content marketing.
What is Feed Your Family for a Fiver?
The UK retailer has created a series of recipes in association with their spokesperson and celebrity chef Jamie Oliver. The recipes are available on takeaway cards instore, online, in their customer magazines and promoted in their TV ads (above). Each recipe uses (mainly) Sainsbury’s own brand food to create a family meal for less than £5.
Why does it work?
- It taps into a customer need and provides a simple solution. More specifically the price angle is ‘credit crunch’ friendly and the upmarket presentation plays well with Sainsbury’s overall brand message.
- They’ve built their entire marketing campaign around it and tie advertising to content.
- They’re giving it away and making it easy to access.
- Targets both new and existing customers and has a direct, measurable outcome (i.e. sales of listed ingredients, well sign posted in-store of course).
- They back it up with even more content online like family health articles and kids’ lunchbox ideas
- It’s high quality information.
What ideas can you steal be inspired by?
- Start your customers’ biggest problems / issues
- Decide what information you can provide that will help answer those issues
- Re-purpose content across multiple media and tie outbound efforts to content
- Provide real value in your content – it’s much more likely to be acted on and talked about
Do you have any examples of retailers using content marketing? If so let us know in the comments below.
