The line, taken from a phrase oft-used by Jamie Oliver in Jamie's School Dinners, suggests a freshness Sainsbury's needs to demonstrate to its customers. With Oliver's contract as its spokesman firmly extended, Sainsbury's is clearly opting for a quality positioning. This is what it needs to take on the mighty Tesco and the price-led Asda. Government health messages are reaching British families; a new regard for healthy eating could give a keenly positioned Sainsbury's the boost it has long needed.
"Try something new today." Sainsbury's new strapline has a positive ring to it.