Sainsbury’s Bank set to drop ‘Fresh Banking’ line

Sainsbury’s Bank is set to drop its “Fresh Banking” strapline as part of an overhaul designed to align the brand more closely with the supermarket’s “Try Something New” strategy.

Although it will not outline the creative idea that will be incorporated into campaigns and in-store material, the bank says the work is likely to feature Little Bill.

The animated character is used in television ad campaigns for the bank’s car insurance product and was created by agency Walsh Trott Chick Smith.

The bank’s direct agency, McCann Erickson Manchester, is working on the new identity, which will also include an updated logo.

Meanwhile, marketing agency ESP has been appointed by Sainsbury’s Bank to handle a project involving up to 200,000 customers.

ESP is running and analysing an online questionnaire included in the bank’s monthly e-zine, which is e-mailed to the customer database. The bank wants to build a clearer picture of consumers’ product purchasing behaviour, using psychographic data.

The results could be used to “tweak” the new Sainsbury’s Bank creative treatment, due to be rolled out over the next few months, as well as to support product cross-selling initiatives.

Try Something New, developed by AMV.BBDO and featured in the latest TV campaign starring celebrity chef Jamie Oliver, has been hailed as one of the reasons for Sainsbury’s resurgence in the UK grocery market. Many City analysts predict it will reclaim second place in the market from Asda as supermarkets battle to claw back ground from Tesco.

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