Sainsbury's moved away from their previous slogan, "Try
Something New Today" in this series of advertisements, instead encouraging
the public to "Live Well for Less". The company was looking to
reverse high price perceptions, and Abbott Mead Vickers BBDO took up the
challenge. The new slogan also corresponds to the re-launch of 6000 own brand
items in the Sainsbury's line.
I think this series is a great example in simple, effective
advertising. The budget does not need to be excessive to produce an ad that
resonates with consumers. Use of a catchy background song, performed by three separate
up and coming artists, unites the advertisements, along with lush visuals of
well known recipes.
By focusing on simple food that has no connotations of
luxury, for example the fish finger sandwich, Sainsbury's instills the belief
that it can compete with supermarkets viewed as more downmarket (e.g. Tesco). Sainsbury's
Christmas campaign this year will use the same strap line and be fronted by
celebrity chef, Jamie Oliver.
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