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Sainsbury's Paralympic Games

Activation Hospitality Sponsorship
As a Tier One partner of the London 2012 Paralympic Games, Sainsbury’s set out to engage colleagues, customers and communities nationwide.
Sainsbury paralympic 2

INSIGHT

To truly resonate, the activation had to be inclusive, participatory and rooted in real people. Creating moments that everyone could be part of, not just watch.

SOLUTION

We designed and delivered a fully integrated, nationwide activation programme spanning Flame Festivals, the Paralympic Torch Relay and in-store campaigns.


Creating interactive brand experiences, including the “Carry the Flame” digital activation, giving the public a shareable, personal connection to the Games. Customers were invited to nominate community champions as torchbearers, placing real stories at the heart of the campaign.

Alongside this, a UK-wide torch tour brought the Paralympic spirit directly into stores, while 5,000 colleagues were rewarded with an unforgettable Games-time experience - turning the Olympic Park orange and building pride from within.

Sainsbury paralympic

IMPACT

The campaign drove nationwide engagement, strong media coverage and a measurable uplift in brand perception and sales - while leaving a lasting legacy through increased participation in Paralympic sport and the Active Kids programme.