DIRECT: Sainsbury's to run World Cup value DM

Sainsbury's is launching a major direct marketing campaign to exploit its official partnership with the England team in its bid for World Cup glory.

The retailer wants to promote itself as the destination for family value during the 2002 World Cup, which begins on Friday. This week, it unveils a DM push that will leverage its Reward Card customer database by mailing millions of consumers.

One communication will target members of Sainsbury's Drinks Club toward the end of this week. The mailing, created by Proximity London, features a Drinks Club World Cup brochure with exclusive discount coupons and a tournament schedule.

As part of the mailing, customers are invited to submit their greatest-ever world 11 by calling a competition hotline. The winner will receive a signed England shirt and a year's supply of Carlsberg.

The campaign will also promote Sainsbury's World Cup 'Team of Beers', which includes brands such as Grolsch, Carling, Carlsberg and Amstel.

Sainsbury's expects beer sales to soar during the World Cup as it is expected many people will watch games and highlights at home.

Sainsbury's is also mailing a new family magazine called Rewards, which will be aimed at Reward Card holders with young families. It will include prize draws, recipes from competing nations and breakfast ideas.

The supermarket chain's other World Cup activities will include in-store partnerships with Coca-Cola, Walkers Crisps and Budweiser, television advertising starring chef Jamie Oliver and England coach Sven-Goran Eriksson, and a series of tactical radio and TV spots.

Next month, Sainsbury's unveils a major in-store promotion offering consumers the chance to win one of 25 Peugeot 307s.

The campaign, created by Dynamo, is designed to increase average basket size by offering instant win gamecards on transactions of £25 or more.

Backed by radio, press and direct mail advertising, the gamecards promotion also offers £3m worth of free product prizes.

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