Supermarket giant J Sainsbury, one of the UK’s biggest recruiters, has appointed SAS to create a graduate marketing campaign designed to ‘dispel the myths about food retailing’.
According to J Sainsbury graduate recruitment manager Wendy Seddig the campaign, which will launch in September, comes as graduate applications for buying, marketing and retail positions at the chain skyrocket.
‘A couple of years ago, our campaigns were about brand recognition, but now we receive 9000 applications for 100 to 150 positions each year,’ she says.
‘It’s about getting graduates to understand the positions they’re applying for so they know when they’re not right [for a particular job]. We’re looking to improve the de-selection process in the selection process.’
SAS marketing director Jason Frank says the project will encompass development of a marketing strategy, brochures, on-campus promotional materials and events, print and on-line advertising, and a website.
‘We’re running a focus group with Sainsbury’s trainees now, before we move on to campaign planning and concept development,’ he explains.
SAS beat three other consultancies to the work following an unpaid, creative and credentials pitch in December.
Group managing director Jeremy Sice is account director on the project, and creative director Gilmar Wendt is creative lead.