M&C Saatchi’s new line for Sainsbury’s will be: ’Sainsbury’s makes
life taste better.’
The new slogan appears on pilot commercials produced for the supermarket
chain by the agency - and seen by Campaign. It will run across all its
advertising for the foreseeable future.
The ads take a much softer approach than the much criticised ’value for
money’ ads that led to the firing of Abbott Mead Vickers BBDO from the
supermarket chain’s TV ad brief (Campaign, 2 April). The films were a
major factor in M&C Saatchi’s success in prising the business out of
AMV, which will now be expected to translate the theme into the print
work it continues to handle.
In one of the films, a checkout girl scans a shopper’s purchases while
the display panel on the till not only shows the price but why the item
has been bought. It ends with her whispered ’good luck’ to a small boy
who has been promised chocolate if he gets his swimming badge.
In the other, a small boy, shy and nervous on his first day at school,
makes friends with a girl at playtime by offering her a Sainsbury’s
chocolate cake from his lunchbox.
Industry sources say the pilots, although shot by a commercials
director, will not be aired although remakes of them will be screened.
M&C Saatchi would not comment.
A Sainsbury’s spokesman said: ’These films are for internal use, are
highly confidential and are not pilot commercials. The new advertising
is still in development.’
Meanwhile, AMV chiefs were expected to meet Kevin McCarten, Sainsbury’s
marketing director, this week to find out if they have a chance of
recapturing the TV work.
The meeting takes place amid reports that Sainsbury’s is about to axe up
to 650 jobs, including 80 senior executives, in the wake of
disappointing trading results.