Making everyday life a little sweeter
Partners since 2014, Iris is the lead strategic & creative agency for Nectar.
Our challenge was to transform Nectar from an established ‘plastic and paper’ loyalty programme to a digitally enabled proposition.
We needed to modernise rapidly, and set out a new path towards digitisation, supported by a new brand purpose: ‘Making everyday life a little sweeter’.
There was one problem: we were dependent on our partners to deliver it. We found that some embraced the opportunity, whilst others viewed Nectar as a currency and nothing more.
Something had to change. In early 2018, Sainsbury’s acquired Nectar, finally uniting us with our most loyal and valuable partner.
We set out four transformation pillars:
- A return to simplicity
- An enhanced proposition based on better customer understanding
- A digital and personalised future
- A new, bold and modern expression of our brand
We streamlined key partners, embarked on our most comprehensive segmentation project to date, and launched a new brand identity along with a radical new app.
In order to explain these changes, in October 2019 we launched our biggest advertising campaign since 2002, encouraging customers to ‘get their Nectar on’. The day the TV campaign broke, the new app shot to the top of the download charts, and by the end of 2019, it had been downloaded over 3,277,900 times.
The two year period following the launch of this campaign has seen a fundamental transformation of the Nectar business: from a new identity & proposition to the programme itself. In 2020 we extended the campaign with the launch of ‘Shopping Smarts’, an online content series aimed to help engage new younger audiences with the new digital Nectar.
Client
Specialisms involved
Partners since 2014, Iris is the lead strategic & creative agency for Nectar.
Our challenge was to transform Nectar from an established ‘plastic and paper’ loyalty programme to a digitally enabled proposition.
We needed to modernise rapidly, and set out a new path towards digitisation, supported by a new brand purpose: ‘Making everyday life a little sweeter’.
There was one problem: we were dependent on our partners to deliver it. We found that some embraced the opportunity, whilst others viewed Nectar as a currency and nothing more.
Something had to change. In early 2018, Sainsbury’s acquired Nectar, finally uniting us with our most loyal and valuable partner.
We set out four transformation pillars:
- A return to simplicity
- An enhanced proposition based on better customer understanding
- A digital and personalised future
- A new, bold and modern expression of our brand
We streamlined key partners, embarked on our most comprehensive segmentation project to date, and launched a new brand identity along with a radical new app.
In order to explain these changes, in October 2019 we launched our biggest advertising campaign since 2002, encouraging customers to ‘get their Nectar on’. The day the TV campaign broke, the new app shot to the top of the download charts, and by the end of 2019, it had been downloaded over 3,277,900 times.
The two year period following the launch of this campaign has seen a fundamental transformation of the Nectar business: from a new identity & proposition to the programme itself. In 2020 we extended the campaign with the launch of ‘Shopping Smarts’, an online content series aimed to help engage new younger audiences with the new digital Nectar.
300%
7 million digital customers earning on average 3x more points than non-digital customers
700%
21% of Argos transactions now collecting Nectar points, with a 700% increase in redemptions
21%
Digital customers spending 21% more with a total increased spend of £216m in a year
66%
App satisfaction climbed from 52% in September 2019 to 66% in December 2019
Highlights
