Sainsbury's in £2m 'no need to shop around' push

By Daniel Farey-Jones, marketingmagazine.co.uk, Wednesday, 12 September 2012 12:19PM

Sainsbury's is embarking on a fresh £2m awareness push for its Brand Match promise, which guarantees customers will not pay more for branded goods than they would at Asda or Tesco.

The TV ad premiers tonight during 'Coronation Street'. It features a mother and daughter driving past Asda and Tesco supermarkets, on their way home from a shop at Sainsbury’s.

A voiceover tells viewers more about Brand Match as the mother and daughter arrive home, unpack their shopping and pin their Brand Match coupon to the fridge.

Sainsbury’s expects the campaign to reach approximately 77% of the UK’s family households, who should each have in the region of six opportunities to see it.

The ad, created by Abbott Mead Vickers BBDO, ends with the line: "Brand Match – another way you can live well for less than you thought at Sainsbury’s."

Brand Match was launched nationwide in October 2011.

Asda complained to the advertising watchdog about a campaign Sainsbury’s ran at the time, which the watchdog decided misled consumers about which stores were participating in the scheme.

This article was first published on marketingmagazine.co.uk

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