Supermarket chain Sainsbury’s has revealed it intends to launch a new marketing blitz this autumn, with its relationship with long-term brand ambassador Jamie Oliver coming to an end.
Speaking to Marketing Magazine, the company’s director of brand communications Claire Harrison-Church explained that the new advertising drive is intended as a response to the difficulties currently facing UK consumers.
“We know that customers' budgets are under more pressure than ever before, but when we speak to our customers they talk about not wanting to compromise on the quality of products,” she said.
The retailer’s “try something new today” strapline is to be replaced and millions of pounds will be invested in its own-brand products. Sainsbury’s has also launched a price comparison scheme in Northern Ireland in a bid to prove it can compete with the likes of Tesco and Asda when it comes to price.
“We believe we are the same price as Tesco and Asda on branded goods - if we are not, we will give customers a coupon on the difference,” Ms Harrison-Church added.
Earlier this week, a report from Kantar Worldpanel indicated that Sainsbury’s increased its market share during the third quarter of the year.
