Reduce, Reinvest, Repeat: Helping Sainsbury’s Slash its Media Carbon Footprint


Client: Sainsbury's

Sainsbury’s is committed to decarbonising its business and has committed to becoming Net Zero across its own operations by 2035.

Media investment can have a heavy carbon footprint. One million ad impressions is equivalent to one metric tonne of carbon – or one round trip flight from Boston to London. We knew we needed to act, so we devised and implemented a new sustainable media buying framework designed to minimise this impact. Our innovative approach has not only reduced carbon emissions by 37.9% in 3 months but also delivered 34% more impressions for the same investment, helping to generate funds to support carbon removal and support the UK farming and agriculture sector.