Sainsbury's choir of the year
Sainsbury’s approached Kallaway to create a corporate communications programme that reflected its brand values of inclusiveness and excellence, provided opportunities for staff involvement, addressed an identifiable need in the arts and supported the communities in which Sainsbury’s trades.

Kallaway collaborated with the BBC to create Sainsbury’s Choir of the Year – the largest choral competition in Europe. Kallaway were responsible for all elements of event management and promotion. This involved the set up and management of 13 audition days held all over the UK, four category finals held at The Lowry Centre, Salford and the grand final, held at the Royal Albert Hall. Kallaway produced all branded print and merchandise eg. entry form, programmes, promotional flyers and t-shirts as well as management of the competition website.

Choir of the Year has become the UK’s largest amateur choral competition generating BBC TV audiences of over 20 million since 1984. The last competition involved over 13,000 competitors and live audiences of almost 20,000 people.

The competition generated blanket coverage in the music press as well as features, reviews, profiles and listings in national, regional and international press radio and television. The year 2002 competition generated 1,094 media items,including 29 national cuttings and 31 radio programmes. Total cuttings since 1984 number over 12,000.