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
- Nielsen Data & Sales Analyst Tarsh Lazare Marketing Recruitment c.£28K + Bonus + Excellent Benefits, Berkshire
- Senior Designer- super cool agency Dahling Ltd £45-55k, London (Central), London (Greater)
- Global Senior Brand Managers - OTC Healthcare Tarsh Lazare Marketing Recruitment £48K-£55K + Car Allowance + Bonus, Berkshire
- Marketing Manager FMCG Tarsh Lazare Marketing Recruitment c.£65K-£70K + Generous Car Allowance + Benefits, London (Greater)
- Packaging Designer Premier Media £120 - £200 per day, City of London
- Land Rover to move global ad account into Spark44
- WPP's Martin Sorrell reconsiders strength of newspapers
- Group M retains £80m Lloyds media
- Twitter hunts for UK marketer as it targets £180m ad revenues
- Gogglebox stars encourage viewers to vote
- Dave Trott at Ad Week Europe: Ads have become overcomplicated