With the onset of the global economic crisis Sainsbury’s had a problem: the misperception that it was more expensive than other supermarkets. They created a new brand communications campaign to help bring price perceptions in line with price reality, taking simple food ideas and building an everyday low price component into them: ‘Feed your family for a fiver’. Sainsbury’s delivered over 50 family meal ideas in TV, press, free tip cards and online, instantly lodging in people’s minds and forming a strong brand association. Over two years, the idea delivered £540m in direct sales with a payback of £5.55 profit for every £1 spent and overall helped improve Sainsbury’s price perception.