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.

Follow @mattchapmanuk

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).