Sainsbury’s Taste the Difference

Over the course of a year-long partnership with Table Manners with Jessie and Lennie Ware, we designed key moments to spotlight Taste the Difference’s seasonal ranges. By embracing a ‘fewer, better’ approach, Sainsbury’s carved out a more meaningful place in food podcast culture, anchored by an always-on drumbeat of sponsorship reads, made authentic by our long-term and engaged creator strategy.

 

Summer spike — The Soiree

According to YouGov, 81% of podcast listeners would love to see their favourite hosts live. We kicked off with exactly that.

 

The Summer Soiree was a live recording of Table Manners featuring Vick Hope, set against a Bridgerton-style banquet showcasing the Taste the Difference summer range.

 

The event sold out in just four hours after a single Instagram post – the highest click-through rate on a Table Manners post ever. A waitlist formed before the doors had even opened.

 

A bespoke photo booth became a social media magnet on the night, with guests sharing their Taste the Difference moments organically. The live recording was released on the Table Manners feed shortly after which was then loved, shared, and amplified by the audience themselves.

 

The real star? The food. Despite not being filmed, the beautifully styled dishes became a natural part of the conversation. It didn’t feel like an ad. It felt like friends sharing food they genuinely loved.

 

Winter spike — The Festive Feast

Then came Christmas. Jessie, Lennie, and Sainsbury’s Christmas TVC star, Alison Hammond, brought festive cheer to a special episode packed with Taste the Difference treats. With 91% listener retention rate for this branded episode, this was proof that branded content can be a hit when the creative is right.