Tesco and Sainsbury’s price-matching to Aldi. Amazon drawing comparisons to Tesco. Asda matching to Home Bargains. Is the trend for positioning with – rather than against – rivals a good idea?
The grocer’s CEO has confirmed customers are trading down to cheaper, own-brand products as the cost of living rises – but premium sales are holding up.
Sainsbury’s CEO Simon Roberts says value will remain the “key priority” for the supermarket over the coming year, as it commits to “keeping prices low” despite rising inflation.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
After posting strong Christmas trading results this week, the UK’s major supermarkets are pledging to keep their prices low this year even in the face of dramatically rising costs, driven by inflation, higher wages and the cost of living crisis.
Offering low prices is a “key priority” for the supermarket, which is pledging to match discounter prices across more ranges despite surging festive sales of premium products.
The supermarket has enlisted the support of Stephen Fry and Etta James in this year’s ad, which focuses on family and the joy of a Christmas dinner.
Finding consumers are “really responding” to digital marketing, Sainsbury’s is celebrating its status as the UK’s second largest online grocery retailer after increasing market share.
CEO Simon Roberts says Sainsbury’s is on track to triple the rate of product innovation, with plans to add a total of 1,900 new products over the year.
CEO Simon Roberts says Sainsbury’s extended price lock programme and Aldi Price Match scheme is already driving improved value perception among customers.
Tesco CEO Ken Murphy claims it has strengthened its brand health across all metrics this year – but how does the supermarket compare to its UK competitors?
‘Live Well for Less’ is being replaced with ‘Helping Everyone Eat Better’ as the supermarket looks to help consumers make healthier choices for themselves and the planet.
Staff at Sainsbury’s in Bath created the chain’s first signing store for the hard-of-hearing attracting worldwide media recognition.
The 2020 crop of Christmas campaigns could be ushering in a new age of diversity in television ads.
During a festive season under lockdown, brands have had to strike a delicate balance between spreading joy and respecting the mood of the nation, with kindness emerging as the key Christmas trend.