Sainsbury's backs e-commerce site with first campaign

LONDON - Sainsbury's is launching its first TV ad promoting its e-commerce website,

The campaign, in support of its non-food web proposition, depicts animated computer cursors pushing trolleys as they buy a variety of products, and highlights an offer of free delivery on all purchases over £50.

Branded items including TVs, white goods, toys and iPods are all shown as available. The ad, by AMV BBDO, is set to break today (Tuesday 18 May) during 'Emmerdale' on ITV1.

Last week, Sainsbury's reported positive annual results, with like-for-like sales up 4.5 per cent and pre-tax profits rising 17 per cent to £610m.

In the 52 weeks to 20 March, total sales for the UK's third-largest supermarket chain grew 5.1 per cent year-on-year to £21.4bn. Operating profit was up 8.9 per cent to £671m, compared with £616m in the previous year.