The repositioning and redesign of Sainsbury’s SO Organic range reversed its -1.5% market share decline, delivering +2% value share growth in a market worth over £1billion.
Sainsbury’s organic products range, SO Organic was underperforming, particularly with younger consumers. Stretching across 230 SKUs, the brand’s growth had slowed. Even pre-COVID, supermarkets’ organic offers faced growing competition and the pandemic had accelerated this threat.
Aiming to make the SO Organic range more accessible and reverse market share decline, agency BrandMe initially undertook a strategic exercise to clarify what the brand stood for. This led to SO Organic being repositioned and redesigned as a range of organic, sustainably sourced food grown ‘in harmony with nature’. It moved SO Organic’s brand image to a more ‘everyday, for everyone’ proposition and without any bespoke advertising, the range grew 4% ahead of other Sainsbury’s own brands.
The SO Organic umbrella brand successfully impacted and resonated across multiple food and drink categories, and following the launch of the redesign in September 2020, Sainsbury’s captured 31% of overall multiple share.
With its fresh new livery and confident new identity, SO Organic is attracting consumers and over indexing with eco-conscious, young consumers who are notoriously difficult to recruit. Purchase intent grew +27% (versus market average) and with greater visibility in a fragmented market, 37,290 new and pre-family households have been recruited to the brand.