Sunday lunch for four under £10, sold at the hour people decide what to cook.
Sunday Best
.
+12%
Saturday basket size
Wren's Market
Grocery
· 2024
Client
Wren's Market
Sector
Grocery
Markets
UK
Channels
Paid · Search · Social
Timeline
16 weeks
Wren's had the cheapest Sunday roast basket in the country and nobody knew. We put it in front of people at the exact hour they plan the meal.
The challenge
Every supermarket says it's cheapest.
Price claims all sound the same, so shoppers tune them out. Wren's is a regional chain of 210 stores with a tenth of the big four's TV budget. Its own data showed most Sunday lunches are decided on Saturday between 10 a.m. and noon, on a phone, in the kitchen.
Saturday, 10:40. The meal gets planned before the shopping list does.
The idea
Lunch for four, under a tenner.
We built 24 Sunday lunches for four that cost under £10 at Wren's, cooked each one in a real family kitchen, and bought media almost entirely in the Saturday-morning window. Search, social and recipe sites showed the meal, the basket and the price at the nearest store, updated every week.
Saturday prep in Sheffield, and lunch on the table for £9.40.
What we made
A paid-first campaign: one recipe system, 24 meals and a media plan that spent 70% of its budget in a three-hour window.
24 recipes, each under £10 for four
Dynamic ads with live local prices
Saturday-morning search and social
Recipe partnerships with two food sites
Shelf cards and basket lists in store
Sixteen weeks in
+12%
Saturday basket size
4.1×
Return on paid media
−38%
Cost per new shopper
“They stopped telling people we were cheap and showed them Sunday lunch. Saturdays haven't been the same since.”
