Sainsbury's champagne case study How the Best Buy icon has been an advantage to Sainsbury's

We were delighted to hear that our own brand Champagne, Blanc de Noirs, had ranked so highly with the Which? panel (it came in second, pipped only by Veuve Clicquot Yellow Label by just 1%) - and that it had been crowned ‘Which? Best Buy’ within its category.

We are extremely proud of this product and being awarded this accolade provides that extra level of trust between us and the customer, encouraging them to ‘try something new’- a product that tastes great and is truly exceptional value.

Which? is well known by our customers as being independent and impartial, and they have a confidence in your organisation and a belief in the results that you deliver. It was therefore important to us that we communicated clearly to consumers that we had won this award, both encouraging current and potential customers into Sainsbury’s.

We heavily promoted this win through a strong PR campaign as well as press advertising which featured not only the Which? logo, but also a quote.

We then followed this up with an additional press advert featuring Blanc de Noirs (alongside three other bottles of Champagne on promotion) the next week.

Within store we also used the Which? Best Buy logo at point of sale to ensure all customers were fully engaged with the message.

Natalie Shiell, Promotional Advertising Manager, National Advertising