Sainsbury’s co-ordination of magazine, recipe cards and ads makes a perfect mix for Caroline Marshall

Sainsbury’s co-ordination of magazine, recipe cards and ads makes a

perfect mix for Caroline Marshall

I’ve ignored all the jibes about Sainsbury’s TV recipe ads being

condescending paragons of small-time celebrity, and shopped at various

branches for eight years now.

In fact, these ads are one of the many reasons I’ve spent the past four

years trolleying around one of its giant Savacentres at least once a

week. And nothing pleases me more than having dinner decisions taken out

of my hands by Nick Berry’s spicy sausage ragout, for example.

Apparently, three and a half million recipe cards are printed for each

‘simply take...’ spot, so I’m clearly not alone.

This year, David Abbott’s partner at Abbott Mead Vickers BBDO, Ron

Brown, and Joe Hoza, the agency’s head of type, set about redesigning

Sainsbury’s corporate typeface (Bauer Text) into something fresher and

more modern. The result - a clever, romanised version of the italic

typeface, Perpetua - has been taken through the line by AMV and others

into TV and press ads, in-store posters and food guides, direct mail and

carrier bags.

Sainsbury’s the Magazine is another contributing factor to its seamless

image. We know that the title is independently published by Michael Wyn

Jones and Delia Smith’s New Crane company (a partnership that in itself

reflects the brand), but it’s a two-way street: the latest Sainsbury’s

lines pop up in ingredients, and readers are never sent elsewhere to


Now there is a catalogue of cases where Sainsbury’s has been pipped to

the post by its arch-rival and the new market leader, Tesco. Tesco’s

Clubcard launch - which preceded Sainsbury’s Savercard by six months -

and its Metro sites are two examples. But ask which of the two has the

more memorable communications mix, and I bet Sainsbury’s gets the top


Agencies: Abbott Mead Vickers BBDO, Clark and Taylor, McBain Noel

Johnson and in-house designers


Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content