Sainsbury's shoppers create a lot of data: where they shop, how they shop, when they shop etc. etc.

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Over two years, we played this data back to them to celebrate what groceries they've been popping in their basket. In year one, we showed individual shoppers what they bought the most of, and in year two we went tribal, showing which cities are the biggest buyers of things like lemons (London), chillies (Edinburgh) and strawberries (Cardiff). So there, now you know: the Welsh are big summer fruit fans. 

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It got lots of press, social media and a shout out on BBC Radio One. Oh, and it

won gold at the DMAs.