The business strategy at Sainsbury’s was changing, and this development sat alongside simultaneous updates to their vision, values and brand. We were asked to align these values to the new strategy and brand identity, and develop a new recognition scheme.
We brought together the different strategies and updates to the vision, values and brand, under the campaign umbrella of “Living Our Values Everyday”. This focused on the values, while the acronym “LOVE” built on the established idea of Sainsbury’s as a retailer that people love to shop in and employees love to work in.
Sainsbury’s wanted their values to inspire employees to reach new heights. We advised them on how to build the values into their recognition system, further entwining the various strands into one coherent campaign.
Launched jointly at the Annual management conference, managers were provided with 'how-to' guides and easy to implement tools and techniques to activate the the values and recognition schemes through formal and informal channels. Recognising that colleagues responded better to recognition than reward, we designed 'thank you' postcards for use by all employees to applaud good work and recognise key work and life 'moments that matter'.
We also went public, installing ‘pride walls’ to recognise and showcase great work across the business.