Sainsbury’s challenges its pricey reputation in value-focused ad
The UK grocer is out to prove it is the place to shop, even on a budget.
Sainsbury’s has released a value-driven campaign that attempts to challenge the perception that it’s a pricer supermarket chain.
The ad kicks off with a dad questioning why his other half has pulled up at Sainsbury’s, asking, ‘Are we made of money!’ The rest of the 30-second ad is set in a Sainsbury’s store and sees real Sainsbury’s staff explain that the retailer has low prices as well as good quality.
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Grand Designs presenter Kevin McCloud makes a surprise cameo appearance at the till; he eyes up a receipt and says the line ‘We’ve come in under budget,’ a reference from his Channel 4 property show.
It’s the second Sainsbury’s campaign from New Creative Arts after the agency debuted its first Christmas campaign for the supermarket. This latest ad follows the same format as the Christmas advert, with a shopper asking a question and Sainsbury’s staff answering it back.
The TV spot will be supported by online, in-store and out-of-home ads.