Sainsbury’s new line lives well

/y/s/c/sainsburys160.jpg

Sainsbury’s decision to drop its “Try Something New Today” strapline in favour of “Live Well for Less” should help the supermarket finally shake off the perception that it is more expensive than Tesco, Asda and Morrisons.

The new communications strategy will “drive everything Sainsbury’s does” according to group commercial director Mike Coupe, which indicates how important it is to shift consumers’ price perceptions.

Sainsbury’s has worked hard to assert its quality positioning and Sainsbury’s sits closest to Waitrose in this regard, which is why it is still thought of as the more expensive end of the market.

In reality, there is very little difference between an average basket price at all four of the major supermarkets – particularly when you take into account all the brand match promises across the sector.

Try Something New Today, has been part of Sainsbury’s messaging for six years, and the supermarket has very successful in this time, gaining market share and posting consistent results despite the challenging economic backdrop, but it has never been very tangible.

With “Live Well for Less” Sainsbury’s wants customers to stop thinking it is more expensive at the same time as retaining its reputation for high quality.

The first set of ads launched today showing a man and a little boy sitting on the beach eating sandwiches and drinking tea next to a long-copy mission statement explaining Sainsbury’s new approach to communicating with customers.

It states: “Helping you live well for less isn’t about saying that our food will always be cheaper that other supermarkets (we’ll never compromise on quality and are committed to bringing you products sourced responsibly) but it will cost less that you thought at Sainsbury’s.

“Sainsbury’s will never scream its value message in the way Asda and Tesco do, instead taking the more subtle approach to appeal to shoppers emotions.”

To see a Sainsbury’s campaign, click here

Recommended

/m/u/x/MichaelBarnett.jpg

Referral fee ban benefits car insurance customers

Michael Barnett

The government is set to ban lawyers from buying data on drivers involved in accidents, a practice that has been blamed for rocketing car insurance premiums. That ban could not come soon enough. Known as “referral fees”, the payments are routinely made by personal injury lawyers to secure drivers’ details from insurance companies, garages and […]

The Secret Marketer suffers an IT meltdown

David Coveney

We are in the midst of an IT meltdown. Our IT supplier’s vision is to make the world run better. A bold statement but one that couldn’t be further from the truth based on our recent operational performance. We are falling apart, collapsing under the strain of a major IT upgrade that is proving barely […]

/y/h/a/childrentv160.jpg

IPTV is a scary prospect for old-school broadcasters

Lara O'Reilly

It really struck me when I attended the Royal Television Society’s convention in Cambridge this week just how threatened broadcasters feel by the arrival of connected TV services like Hulu, Google TV and Samsung Smart TV. Such services have been in development for some time but only now are the broadcasters evaluating IPTV’s real impact […]