Sainsbury’s “delighted” with response to marketing campaign

Sainsbury’s claims its marketing strategy that positions it as a place where consumers can save money while not compromising quality helped push revenue up 6.1% in the first half of its financial year.

Imagery from Sainsbury’s “Live well for less” campaign

The grocer says that revenue rose to £11.7bn in the 28 weeks to 1 October, helping push pre-tax profit up to £395m, from £466m a year earlier.

Sales from stores open for a year a more rose 1.9%, while the total number of weekly transactions at the tills increased by 1 million to 22 million.

The supermarket launched its “Live Well for Less” strapline and campaign in August to entice budget conscious shoppers that still want to eat good quality food. The campaign was backed in October with “brand match”, a promise to meet the prices charged by rivals Tesco and Asda on a range of branded goods.

Justin King, Sainsbury’s chief executive, says that it is “delighted” with the response to the two marketing initiatives.

Rival Tesco, which is focusing its marketing communications on price, has been lagging behind. It reported a 0.5% fall in like for like sales for its first half last month.