Sainsbury’s slashes prices and focuses new campaign on rival Asda
Sainsbury’s is launching a campaign across TV, print and in-store to communicate a new approach to pricing, which will see the supermarket focus on its ‘Brand Match’ strategy against rival Asda.
The campaign is part of an 18-month commitment by the business to lower the regular prices of products across the grocery business.
Sainsbury’s marketing director Sarah Warby said the changes come as the company’s customers have increasingly found its prices and promotions confusing.
“We’ve taken this feedback on board and we're making it easier for customers to buy the products they love, whenever they like, safe in the knowledge that they can get good value all the time on all products, without having to wait for promotions.
"We will continue to run as many promotions as before and they will be just as competitive, but customers now have the added reassurance that prices will always be great value at Sainsbury’s, both on and off promotion.”
As part of the overhaul Sainsbury’s will lower base prices on lines within the food business, simplify its Brand Match to communicate that it will match Asda's prices on brands even when on promotion and make the customer experience simpler by removing confusing price mechanics like fractions and percentages, moving to clearer and simpler shelf edge labels and point of sale.