It’s fair to say employee volunteering initiatives, although noble, rarely make global headlines. But then, Signsbury’s wasn’t an ordinary case. The UK’s first signing store, Signsbury’s was the brainchild of Sainsbury’s Bath colleagues, who suggested a more deaf-inclusive store for Bath’s deaf shoppers, as part of Sainsbury’s 150th anniversary celebrations. With a longstanding commitment inclusivity, Sainsbury’s committed to bring the Bath store’s vision to life in the most spectacular way possible.
We orchestrated BSL lessons for 100 colleagues, installed helpful screens around the store, and even helped kids Sign for a Snack to get everyone learning. A bold storefront sign change set the media alight, with international coverage and praise, and digital extensions ensured millions more Brits got to pick up introductory phrases.
Sainsbury’s exists to help Britain Live Well For Less; with a major anniversary, Sainsbury’s made a commitment to substantiate that brand promise: elevating it from a marketing slogan to a rallying cry for a more meaningful, purposeful and customer-oriented mode of marketing. The world’s first deaf-friendly supermarket, Signsbury’s, was the flagship expression of this anniversary commitment. For the business, the campaign demonstrated the power of experiential and store-level marketing to make a statement and shape perceptions well beyond the catchment of the store.
PR - Hope & Glory
Media - pHD Drum
Gravity Road has been a Contributor since 23rd October 2017.