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October 20, 2005

Engaging customers in recipes

Sainsbury customer Arun Joseph writes about her own recipe, Mummys Special Soup To Make Baby Eat When Ill With Lots of Love.

While we were in Sainsbury, we decided to buy a few things to make a soup with and ended up buying a concoction of items to throw into a soup. Joshua was very happy to eat it not only for his lunch, but for dinner too. So, as of now we know a secret weapon !
I wonder if Sainsbury's should find ways to encourage more of its customers to share their recipes as part of the "try something new" campaign?

Posted by Johnnie Moore on October 20, 2005 at 01:44 PM in Marketing | Permalink


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A very nice idea... maybe they could do some kind of recipe competition? Then publish a book of customers recipes with profits going to charity? Maybe the Soil Association? or maybe into the pot for Sainsbury's own Local Heroes community programme? What about using Sainsbury's magazine too to encourage, promote and give exposure to the winners.

Just a thought: it's not unusual for me to share with my butcher and fishmonger how I'm going to cook what I'm buying from them, and it's not unusual for them to also give me recommendations or recipe suggestions. Sometimes this conversation involves other shoppers, and it's always a nice thing when it happens: they suggest things you wouldn't have thought of, and it's an interaction that sends you out of the shop with a spring in your step.

Sometimes this happens in Waitrose too, but never in Sainsbury's. I wonder why not? And isn't that the real embodiment of 'try something new'?

Posted by: grumpy young woman | Jan 9, 2006 12:58:58 PM

I stumbled across your blog while I was doing some online research. One of my favorite things about soup is how forgiving it is. I love to improvise by trying new ingredients in my soup pot, and, frankly, I'm seldom disappointed by the results!

Posted by: thebizofknowledge | Aug 4, 2006 4:22:45 PM

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