Sainsbury's new strap: 'Try something new today'
By Noel Bussey, campaignlive.co.uk, Friday, 05 August 2005 12:00AM
Abbott Mead Vickers BBDO's first major campaign for Sainsbury's since being reappointed to the account in April will use the line: "Try something new today."
Sainsbury's decided to dispense with its "Making life taste better" strapline following the review of its £47 million ad account and AMV's triumph in a final shoot-out with JWT.
The supermarket has moved to trademark the line, along with two others: "Great food, fair prices" and "Sainsbury's ways to save".
Jamie Oliver will front the new campaign, expected to launch in September.
He was rumoured to have been dropped by the supermarket until Jamie's School Dinners was a surprise success and boosted his profile.
In the programme, which highlighted the bad diets of school children, he often told children that they ought to "try something new".
AMV refused to comment. Sainsbury's said: "We currently do not have a strapline."
This article was first published on campaignlive.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Agency Sales Manager Ultimate Asset £30000 - £37000 per annum + competitive compensation & benefits packge, London
- Publisher Director Ultimate Asset £50000 - £60000 per annum + bonus and benefits , London
- SEO Account Manager Premier Media £30,000 - £35,000, London
- Account Manager Livity Up to £30,000 depending on experience, South London
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Iris and Cheil big winners at MAA Best Awards
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Kevin Bacon, Google Glass and Julian Assange: the SXSW weekend in tweets
- Halifax releases 'holiday dad' campaign