Sainsbury's is putting new advertising impetus behind its online
operations in an effort to close the gap on the market leader,
Tesco.com.
Abbott Mead Vickers BBDO has produced the print campaign to back the
claim that the service - called Sainsbury's to You - makes no
compromises on quality or freshness.
The premise is encapsulated in the theme of the campaign, home delivered
with care, which will run on 48-sheet posters supported by press and
radio.
One execution features wine being poured into a glass and the line: "The
average case of wine weighs 26 lbs. What better case for home delivery."
The other shows a Sainsbury's staffer, her face obscured by a cabbage,
together with the caption: "She's picky, she's fussy, she's hard to
please. She's doing your shopping."
The print ads were written by Tom Jenkins and art directed by Peter
Gausis.
Richard Morgan scripted the radio work. Media is being bought by
PHD.
A Sainsbury's spokeswoman said: "People want to believe that behind
online grocery systems are food people, not tech people. People who are
passionate about food and put their heart and soul into its freshness
and quality."
Sainsbury's is investing £44 million to develop its home shopping
arm, which now covers half the country, despite a series of
setbacks.
In August, a digital TV joint venture with Carlton was axed and its
e-commerce director, Angela Megson, left the business.
