Ways to Save is Sainsbury's ongoing value platform, designed to raise awareness of key savings propositions including Nectar Prices, Aldi Price Match and personalised offers. During the cost-of-living crisis, the challenge was to strengthen Sainsbury's position as a destination for value and retain customers increasingly looking towards competitors such as Aldi, Lidl and Tesco.

As Creative Director, I help lead the development of the platform across paid, organic, CRM, app experience, creator partnerships and in-store communications, while collaborating with our external agency on TV and OOH. My role is to align teams around data-driven insights and develop creative work that drives engagement and commercial impact. Rather than treating Ways to Save as a traditional campaign, we built it as a live performance platform that evolves through continuous testing, customer behaviour and channel performance.