Sainsbury's backs 'try something new today' with £10m drive starring Jamie Oliver
By by Jennifer Whitehead, brandrepublic.com, Monday, 19 September 2005 11:40AM
LONDON - A gorilla wandering around a supermarket and Jamie Oliver urging people to sprinkle nutmeg on their spaghetti bolognese are part of a £10m push by Sainsbury's to lure shoppers back into its stores.
The two feature as part of the launch of the "Try something new today" campaign, created by Abbott Mead Vickers BBDO after it was reappointed to the account in April.
The "Making life taste better" strapline has been dropped after six years, with the new slogan designed to give shoppers "inspiration". Part of that inspiration will include ideas from celebrity chef Jamie Oliver, such as the nutmeg on spaghetti trick, as well as tossing carrots in thyme.
The first ad, which will appear in a solus adbreak at 10.45pm on ITV this evening, begins with the proposition that most of us are asleep half the time, especially when doing our supermarket shopping.
In the ad, Oliver asks: "There's a million meals to choose from so why eat the same ones over and over again?"
Later in the spot, he exclaims "be adventurous" as he swings off a rope into a river, fully clothed. The ad features the inspiring sounds of The Polyphonic Spree.
Sainsbury's was founded in 1869 and since that time there have only been a handful of straplines, but all have continued the company's heritage founded on quality and value. Sainsbury's first advertised in the early 1900s with "Sainsbury's for quality; Sainsbury's for value".
"Good food costs less at Sainsbury's" appeared in 1959 and "Everyone's favourite ingredient" was one of Sainsbury's most popular campaigns in the 1990s, but was followed by the disastrous and short-lived "Value to shout about" featuring John Cleese. "Making life taste better" was introduced in 1999.
Justin King, CEO of Sainsbury's, said: "Now is the time to ask people to come into our stores and try some of the many new and improved products we have introduced in recent months, better customer service and availability and a much more competitive pricing position."
At the same time, Sainsbury's is rebranding across its entire network of 731 stores so that the new slogan will appear on everything from trolleys and lorries to till receipts. The ideas and tips promoted by Oliver in the advertising will also be tried out on all 153,000 Sainsbury's employees, and samples will be offered to customers.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.
This article was first published on brandrepublic.com
- Senior Account Director Source £55000 - £60000 per annum, London
- Account Director - Senior Account Director Source £55000 - £60000 per annum, London
- Project Manager Source £45000 - £55000 per annum, London
- Shopper Marketing and Sales Promotion Account Handlers Source £30000 - £45000 per annum, London
- Senior Account Manager-Advertising Source £33000 - £36000 per annum, London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- Samsung strikes placement deal with The Wanted
- ITV and Channel 4 insist they will beat declining ad market
Pinterest takes big step towards working with major brands
It marks Pinterest’s first step towards associating images directly with brands and could be the beginning of a change on the social network that sees it become a marketplace as well as a site where people pin ideas of things they like or that inspire them.