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Sainsbury's

Sainsbury’s unveils #ValueofValues campaign

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By Ishbel Macleod, PR and social media consultant

January 15, 2014 | 2 min read

Sainsbury’s is set to unveil a 30-second ad during Coronation Street, promoting the difference between its basic products and the Tesco Value products, continuing the #ValueofValues campaign it began last year, after making complaints to the ASA about Tesco's claims.

The first ad will explain that Sainsbury’s basics eggs are not only the same price as Tesco’s Everyday Value eggs but are also sourced from non-caged hens.

Sarah Warby, Sainsbury’s marketing director, said: “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.

“Our new campaign aims to reassure customers that when they buy Sainsbury’s basics they don’t need to sacrifice their values, something that many of our major competitors aren’t able to say to shoppers who buy from their value ranges.”

The campaign is set to run until 18 March, and with other TV ads set to launch to promote Sainsbury’s value ham, MSC accredited fish fingers and Fairtrade tea.

The campaign will also include print and digital.

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