Sainsbury’s is to spend pounds 15m promoting itself as ’The
Official England Supermarket’.
The campaign will begin with a TV ad in April promoting Sainsbury’s as
the exclusive stockist of the Official England Squad Medal
This will be followed by a TV ad aimed at mothers and children.
Team, the direct marketing agency which created the link between
Sainsbury’s and The Football Association, will begin promotions next
Customers will be able to exchange Reward Card points for merchandise
from the Official England Merchandise Catalogue.
Some own-brand Sainsbury’s products, such as pizzas and tea will feature
the ’Three Lions’, and, with the help of Delia Smith, Sainsbury’s will
sell a range of ready-made meals.
The store group has even opened a helpline for aspiring footballers who
want to stay fit and healthy.
Sainsbury’s joins competitors Tesco and Asda in the race to become the
supermarket most allied to football in the run-up to the World Cup.