The UK's second-biggest supermarket chain is launching an instant-win scratchcard promotion in conjunction with Unilever's Persil and Birds Eye brands, Johnson and Johnson and Kraft's Dairylea.
For six weeks from July 23, the promotion, devised by Dynamo, will offer prizes from the chance to cook for a day with the star of Sainsbury's advertising, Jamie Oliver, to the opportunity to feature in an ad with Captain Birds Eye.
Instant-win cards are available to customers who spend £50 or more in Sainsbury's. Guaranteed prizes include kids' swimming vouchers and discounted entry to Thorpe Park and Chessington World of Adventures.
The promotion, backed by point-of-sale material, direct mail and online activity, is designed to give families additional ideas for entertaining their children during the school holidays. Sainsbury's kids brand manager Kate Barham will oversee it.
The tie-up reflects the growing level of co-operation between retailers and major FMCG brands in an attempt to build cross-promotional alliances and increase consumer spending and product awareness.
Sainsbury's trading update this week is expected to do little to alleviate the growing gloom in the City about its turnaround strategy.
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