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.