Sainsbury’s ups ad war with Tesco over values

Sainsbury’s is once again emphasising the ethical credentials of its own-brand products over Tesco’s with a campaign for its recently revamped budget Basics range.

Video: Sainsbury’s ups war with Tesco over value in new ad campaign.

The campaign launches today (15 January) with a 30-second ad during Coronation Street on ITV. It highlights how Sainsbury’s Basics eggs are not the same price as Tesco’s Everyday Value eggs because they are sources from non-caged hens.

Later spots will focus on products including ham, fish fingers and Fairtrade tea. The campaign runs until the 18 March and includes print and digital.

Sarah Warby, Sainsbury’s marketing director, says: “We know that at the start of the year, value is more important than ever, budgets are tight and our customers are looking for ways to save money, but nobody wants to compromise on the quality of their food. Our basics range offers great value with none of the compromise.”

The campaign is the latest to feature Sainsbury’s #ValueofValues message, which it sees as a competitive advantage over rivals. CEO Justin King has previously credited its “values-driven” business for helping to grow sales.

Sainsbury’s posted the best performance of the four big supermarkets over Christmas, with its like-for-like sales up 0.2 per cent, compared to declines at both Tesco and Morrisons. The latest figures from Kantar Worldpanel show that its sales in the 12 weeks to 5 January were up 3.1 per cent, helping it to beat the market and to increase its market share to 17.1 per cent, level with Asda.

Sainsbury’s is embroiled in a battle with Tesco over its “Price Promise” price-matching service, which compares own brand products, unlike Sainsbury’s “Brand Match” scheme. It has launched press ads to highlight the “values” behind its own-brand products and is seeking a judicial review of the advertising regulator’s decision to reject its complaint about ads for Tesco’s Price Promise.

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