La Vie
Objectives
La Vie wanted to raise awareness of its plant-based sandwiches being available as part of the Sainsbury’s meal deal, including the La Vie-LT and the festive No Pigs Under Blankets sandwich.
The campaign aimed to:
- Drive awareness of La Vie’s availability in Sainsbury’s
- Encourage product discovery and trial
- Showcase the sandwiches through relatable meal-deal moments
- Generate authentic reactions and social proof
- Position La Vie as a convenient and flavour-packed plant-based choice
Strategy
We activated 100 carefully selected influencers, each receiving a La Vie-branded envelope containing a £20 Sainsbury’s voucher. This allowed creators to visit their local store, choose their own meal deal and experience the customer journey firsthand.
The creative brief was intentionally flexible, giving influencers space to produce content that felt native to their channels. Suggested ideas included building a Sainsbury’s meal deal with their audience, rating the sandwich and sharing genuine first impressions.
This approach placed La Vie within a familiar, everyday routine while inviting audiences to join the conversation and discover the products for themselves.
Outcome
The campaign successfully transformed retail availability into widespread social discovery with a 83% posting rate and 263 pieces of content across Instagram and TikTok.
By allowing influencers to discover and review La Vie within a real Sainsbury’s meal-deal experience, the campaign generated relatable content, genuine product feedback and scalable social proof.
La Vie didn’t simply tell consumers its sandwiches were available, they showed them where to find them, how they fitted into everyday routines and why they were worth adding to their next meal deal.
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