Sainsbury’s shows off value emphasis in M&C Saatchi film

Sainsbury’s, the embattled supermarket chain, is attempting to lock in fickle customers with advertising offering new incentives to stay loyal.

Sainsbury’s, the embattled supermarket chain, is attempting to lock

in fickle customers with advertising offering new incentives to stay

loyal.



The initiative forms part of a so-called ’blueprint for recovery’

involving store refurbishments and greater emphasis on value.



The plan is being promoted in a TV commercial by M&C Saatchi that

prepares the ground for the December launch of a scheme to offer extra

reward points for items customers buy the most. They can include

anything from fresh vegetables to ready meals and bread.



The new film gets the message across in a story with a twist that

features a woman who lives surrounded by dozens of pet cats. The

assumption is that she must be notching up extra points on cream. But

when she opens her fridge it is fully stocked with beer.



Kevin Thomas, the director responsible for M&C Saatchi’s campaign for

Whiskas, directed the ad through Godman. The film was written and art

directed by Richard Dean and media buying is through New PHD.



It was shot on a specially constructed set at Shepperton Studios which

had to be treated at regular intervals to ensure that the kittens were

not exposed to possible infection.



Sainsbury’s, still trying to make up ground lost in the four years since

Tesco overtook it as the UK’s leading supermarket operator, has been

fighting off speculation that it is seeking an overseas buyer or merger

partner.



Investors are said to have been unimpressed with a rejig that left Dino

Adriano, the chief executive, with a reduced role while his deputy,

David Bremner, takes responsibility for the core supermarkets business.



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