Sainsbury’s, the embattled supermarket chain, is attempting to lock
in fickle customers with advertising offering new incentives to stay
The initiative forms part of a so-called ’blueprint for recovery’
involving store refurbishments and greater emphasis on value.
The plan is being promoted in a TV commercial by M&C Saatchi that
prepares the ground for the December launch of a scheme to offer extra
reward points for items customers buy the most. They can include
anything from fresh vegetables to ready meals and bread.
The new film gets the message across in a story with a twist that
features a woman who lives surrounded by dozens of pet cats. The
assumption is that she must be notching up extra points on cream. But
when she opens her fridge it is fully stocked with beer.
Kevin Thomas, the director responsible for M&C Saatchi’s campaign for
Whiskas, directed the ad through Godman. The film was written and art
directed by Richard Dean and media buying is through New PHD.
It was shot on a specially constructed set at Shepperton Studios which
had to be treated at regular intervals to ensure that the kittens were
not exposed to possible infection.
Sainsbury’s, still trying to make up ground lost in the four years since
Tesco overtook it as the UK’s leading supermarket operator, has been
fighting off speculation that it is seeking an overseas buyer or merger
Investors are said to have been unimpressed with a rejig that left Dino
Adriano, the chief executive, with a reduced role while his deputy,
David Bremner, takes responsibility for the core supermarkets business.