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19/09/2005
Sainsbury’s launch major re-branding
Supermarket giant Sainsbury’s is set to launch a major re-branding campaign, replacing the existing ‘Making life taste better’ slogan, with ‘Try something new today’.
The new slogan will feature on everything from advertising material to in-store displays, till receipts and delivery lorries. The company’s website is also being relaunched.
The changes will be unveiled in a special launch advertisement, which will be broadcast on television at 10:45pm on Monday evening on ITV. The ad will feature chef Jamie Oliver, who has headed Sainsbury’s advertising campaign since 2000. Sainsbury’s said that the ad was developed after research showed that customers wanted supermarkets to help them with simple but effective recipe ideas.
Sainsbury’s is encouraging all its 153,000 staff to try out the ideas and tips promoted by Jamie Oliver in the adverts, so that they can recommend them to customers. All of the firm’s main supermarkets will also be offering customer sampling of new products and ideas, through the team of food advisors.
The re-branding is part of the company’s recovery programme, announced by Chief Executive Justin King in 2004, aimed at growing sales by £2.5 billion by March 2008.
Commenting on the re-branding campaign, Mr King said: “We have spent the last year making improvements to the basics of our operation. We still have a lot to do behind the scenes but customers are now enjoying a much-improved experience in our stores.
“Now is the time to ask people to come into our stores and try some of the many new and improved products we have introduced in recent months, better customer service and availability and a much more competitive pricing position.
“The values Sainsbury’s first advertised in the early 1900s, Quality and Value, are being presented to customers in a more modern and meaningful way. It’s what customers still want and expect from Sainsbury’s.”
Sainsbury’s has reported like-for-like growth in its last two quarters, the first positive and consecutive growth in two years.
(KMcA/SP)
The new slogan will feature on everything from advertising material to in-store displays, till receipts and delivery lorries. The company’s website is also being relaunched.
The changes will be unveiled in a special launch advertisement, which will be broadcast on television at 10:45pm on Monday evening on ITV. The ad will feature chef Jamie Oliver, who has headed Sainsbury’s advertising campaign since 2000. Sainsbury’s said that the ad was developed after research showed that customers wanted supermarkets to help them with simple but effective recipe ideas.
Sainsbury’s is encouraging all its 153,000 staff to try out the ideas and tips promoted by Jamie Oliver in the adverts, so that they can recommend them to customers. All of the firm’s main supermarkets will also be offering customer sampling of new products and ideas, through the team of food advisors.
The re-branding is part of the company’s recovery programme, announced by Chief Executive Justin King in 2004, aimed at growing sales by £2.5 billion by March 2008.
Commenting on the re-branding campaign, Mr King said: “We have spent the last year making improvements to the basics of our operation. We still have a lot to do behind the scenes but customers are now enjoying a much-improved experience in our stores.
“Now is the time to ask people to come into our stores and try some of the many new and improved products we have introduced in recent months, better customer service and availability and a much more competitive pricing position.
“The values Sainsbury’s first advertised in the early 1900s, Quality and Value, are being presented to customers in a more modern and meaningful way. It’s what customers still want and expect from Sainsbury’s.”
Sainsbury’s has reported like-for-like growth in its last two quarters, the first positive and consecutive growth in two years.
(KMcA/SP)
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