This report analyzes Sainsbury's promotional marketing campaign for its vegan product line. The report begins with an introduction to Sainsbury's, its brand history, and its recent expansion into vegan food items. It details the brand's market segmentation, focusing on demographic and psychographic variables, and explains the 4Ps of the brand vision (Price, Product, Place, Promotion). The campaign concept is outlined, including its aim to promote new vegan products and enhance awareness, targeting health-conscious consumers. The report then profiles the target audience, providing a detailed customer profile (Olivia). Finally, it explains how the campaign connects with the target audience through social media engagement and brand loyalty programs. The report also includes a reflective section discussing the author's BA pathway, experience in the foundation year, and areas for improvement, along with references to relevant marketing literature.