How Sainsbury’s ‘Store for Kids’ reinvented the supermarket
18 Dec 2019
During the months of Black Friday impulsions, excess wrapping and overeating, the festive period is undeniably a time of waste. Setting out to balance indulgence with altruism, Sainsbury’s launched ‘Store for Kids’ as an experiential retail pop-up that let customers donate food and toys to those less fortunate.
Regardless of unwanted stocking fillers, the food shop is always top of the to-do list in December. Reinventing the traditional supermarket model, The Giving Store meant guests could buy food for themselves and for others who are in desperate need. The design of the store meant people could browse aisles freely (as they would a normal supermarket), then, at checkout, they were encouraged to drop items into donation containers.
An interactive experience, staff at The Giving Store took kids through the process of creating a Christmas dinner by showing them ingredients and recipes. On-site guests also found a fun, snow-filled forest, where children could play in a winter wonderland whilst adults concentrated on their shopping lists. Aligning Sainsbury’s with a charitable cause and adding a dynamic twist to the supermarket shop is a perfect example of how a household name can make an impact by reinventing themselves.
Judith Batchelar, the director of Sainsbury’s Brand, said: “If every person doing their Christmas shopping this December donated one extra item – be that a can of soup or a roll-on deodorant – over 50 million products could be donated to those in need this festive season. We want to do what we can to encourage shoppers to donate food and toys and do so in a way that teaches children the importance of helping others, particularly around the festive season.”
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Words by @annabelherrick