Small changes, BIG BIGly BIG results

£2.5 billion is a BIG BIGly BIG number.

UK grocery retailer Sainsbury’s was facing declining sales in 2004. 

That’s why Sainsbury’s announces a three-year recovery plan. They call it "Making Sainsbury’s great again". 

The BIG goal was to grow total sales by £2.5 billion over three years. 

So Sainsbury’s asks ad agency AMV BBDO to help them get there.

But £2.…