Sainsbury’s overhauls brand messaging

Sainsbury’s is overhauling its marketing messaging under the strapline “Live Well for Less”.

/f/s/o/adstills.jpg
Live Well for Less

It will replace the current strapline “Try Something New Today” and will be integrated into the supermarket’s marketing communications.

Sainsbury’s will be hoping that the approach will help shift perceptions that it is more expensive than its rivals.

Group commercial director Mike Coupe says: “Sainsbury’s Live Well for Less marks a huge step forward in how we deliver to our customers.  We know that budgets are under more and more pressure but people still want to have the quality products and goods that they can trust.

Read Rosie Baker’s viewpoint on the changes Sainsbury’s are making

“Live Well for Less will drive everything we do. We are not resting on our laurels, we are ensuring that we will help customers to enjoy competitive prices, without compromising on quality or values.”

Sainsbury’s is launching a major TV, print and digital ad campaign to  support the new marketing strategy, created by AMV.BBDO.

The supermarket says the “Live Well for Less” concept has come from an 18 month review of the business, talking to customers and suppliers and reviewing its own brand ranges to improve quality, taste and packaging without increasing prices.

Sainsbury’s is also trialling a brand matching initiative that gives shoppers a money off coupon giving them the difference back if their shopping would have been cheaper at Tesco or Asda. The brand match operates in 12 stores in Ireland and is expected to roll out across the business.

The shift comes as Sainsbury’s has ended its partnership with Jamie Oliver who has fronted the supermarket’s advertising for a decade.

Former MasterCard and 118 118 exec Mark Horgan is also due to join Sainsbury’s as its most senior marketer in the next few months

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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