We turned shopping habits into a 28-day challenge—gamifying data to help customers eat better, one smart swap at a time. Personalised goals, progress tracking, and a bit of friendly local competition made healthy choices feel less like a chore and more like a win.

Delivered through tailored emails and the Nectar app, it brought Sainsbury’s purpose to life in a way that was dynamic, data-driven, and completely addictive.

EDM · DM · APP