Monday, 23 September 2013

Sainsbury's "Live Well for Less"


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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