Sainsbury’s work accents choice

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 fortunes.

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

fortunes.



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

innovative ideas’.



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.