Sainsbury’s promotes own brand with TMV

Sainsbury’s is set to embark on a car park sampling campaign of its “Be Good to Yourself” range as supermarkets step up their battle to target health-conscious consumers.

The campaign, which will be handled by The Media Vehicle (TMV), will see 12 mobile sampling units set up in Sainsbury’s car parks.

Last year TMV launched the service – available to all advertisers – in 250 Sainsbury’s car park sites (MW 26 April, 2001). This latest project, however, is the first time the medium has been used to promote Sainsbury’s own-branded products.

Shoppers will also get a chance to sample British Pork from units run by Ladies in Pigs, a support group for British Pork.

Supermarkets are increasingly focusing on their healthy-eating ranges. Earlier this month Marks & Spencer announced plans to introduce more than 60 products to its “Count on Us” range and reposition the brand to target younger women (MW January 3). Iceland also launched its first low-fat range “Good Choice” late last year (MW November 22, 2001).

Sainsbury’s marketing manager Phil Smithson says: “This is a natural progression for TMV – expanding the variety of communication within Sainsbury’s.”

TMV already has the contract to sell advertising space on 135,000 trolleys in 365 Sainsbury’s stores.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here