Sainsbury’s is putting quality and choice at the top of its
advertising agenda in a new TV and print offensive to boost its flagging
The pounds 5 million campaign - ’Fresh food. Fresh ideas’ - breaks
nationally this week through Abbott Mead Vickers BBDO.
It coincides with a new look within Sainsbury’s stores, where the
brown-and-beige colour scheme is being replaced by green and white.
The centrepiece of the advertising is a 50-second TV commercial, backed
by a press and poster campaign, which shows a series of Sainsbury’s
products at their most appetising.
Meanwhile, the product range, including 51 kinds of bread and 103
varieties of cheese, is emphasised by on-screen messages.
The action is accompanied by a Louis Armstrong recording of I’m Putting
All My Eggs In One Basket. It ends with a voiceover by the actor, Ian
McShane, reminding customers that ’When the food is this fresh, the
supermarket doesn’t sell the food, the food sells the supermarket.’
The commercial was written by David Abbott, art directed by Ron Brown
and directed by John S. Clarke. Media is through New PHD.
The new advertising ref-lects the philosophy of Dino Adriano, the
Sainsbury’s supermarket chief. He said: ’I consider that rebuilding our
superiority in quality and choice is the key to maintaining our sales
and marketing momentum.’
Clive Tanquery, the Sainsbury’s account director at AMV, explained the
campaign intends to dramatise the store’s ’genuine superiority in the
provision of food quality and choice and to provide a platform for
Sainsbury’s, long criticised for a lack of flair and a restricted range
of branded goods, has been tackling its shortcomings. Its market share
rose slightly from 12.5 to 12.6 per cent in the year to March.
However, the chain still has some way to go to regain leadership from
Tesco with its 15 per cent share.