Sainsbury's capitalises on own-brand growth with TV push

Sainsbury's is pushing its own-brand range with a TV campaign to capitalise on the brand's growth and the completion of the relaunch of its core 'by Sainsbury's' range.

The television spot attempts to communicate the "quality" of the food it sells in the 'by Sainsbury’s' range with an "everyday food made special by Sainsbury’s" message.

Television activity, which is set to a cover of Kylie Minogue’s 'I Can’t Get You Out of My Head' track and was created by Abbott Mead Vickers BBDO, will be supported by press and outdoor executions.

Sainsbury’s claimed in its results this week that its own-brand sales are outperforming the market and growing faster than brands.

The core 'by Sainsbury’s' range, which is the focus of the new advertising push, accounts for nearly 40% of the supermarket’s food sales.

Meanwhile, the retailer revealed it has now completed the relaunch of the 'by Sainsubry’s' range, which now includes more than 6,500 lines.

The popularity of the range has helped Sainsbury’s increase like-for-like sales by 1.8% for the 52 weeks to 16 March.

The news comes as the battle over supermarkets' own-label ranges heats up with Sainsbury’s and Morrisons attacking Tesco’s Price Promise, which claims it can price-match own-label products.

Yesterday, Dalton Philips, chief executive of Morrisons, hit out at Tesco by claiming a third of the comparisons featuring Morrisons' own-brand products included in the Price Promise were unfair.

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