Sainsbury's - Marketing and Branding

Marketing and Branding

Since 2000, Jamie Oliver has been the public face of Sainsbury's, appearing on television and radio advertisements and in-store promotional material.

The deal earns him an estimated £1.2 million every year. In the first two years these advertisements are estimated to have given Sainsbury's an extra £1 billion of sales or £200 million gross profit.

Jamie Oliver's deal is still going.

Sainsbury's currently uses the "Live Well For Less" slogan which was launched on 15 September 2011. The television adverts are also often accompanied by The Polyphonic Spree's Light & Day. Over the years, Sainsbury's has used many slogans:

• "Quality perfect, Prices Lower" The slogan used on the shop-front of the Islington store in 1882.
• "Sainsbury's For Quality, Sainsbury's For Value"- Used in 1918 above the Drury Lane store.
• "Sainsbury's. Essentials for the Essentials."
• "Good Food Costs Less At Sainsbury's" — Used from the 1960s to the 1990s. Described by BBC News as "probably the best-known advertising slogan in retailing."
• "Sainsbury's – Everyone's Favourite Ingredient" — Used in a series of TV commercials in the 1990s which featured celebrities cooking Sainsbury's food.
• "Fresh food, fresh ideas. Eat healthy" - Used in 1998.
• "Value to shout about" — A 1998/1999 campaign fronted by John Cleese which was widely claimed to have been a major mistake. Sainsbury's said it actually depressed sales. However, the company had been losing sales for years because of the rise of Tesco.
• "Making Life Taste Better" Introduced 1999 and used until May 2005.
• "Try something new today" Introduced in September 2005. Replaced on carrier bags, till receipts and all other corporate branding from this point. Remained main slogan until 14 September 2011.
• "Value where it matters" Used in advertising from late 2010, still in use as of May 2011.
• "Clothes You Can't Wait To Wear" Used in all new advertising for TU Clothing as part of advertising campaign from May 2011.
• "Live Well For Less". Introduced in September 2011. Replaced on till receipts from 16 September. TV Advertising campaign launched to help promote.
• "Here's to Extraordinary". Used throughout 2012 to promote sponsorship of the London 2012 Paralympic Games.

In 2008 they created a shopping incentive by showing that, when shopping at Sainsbury's, you can feed your family for only five pounds. The incentive, called "Feed your family for a fiver", with the flagship of "Meatballs 'n' More" has been advertised on British television channels, with Jamie Oliver cooking for a family.

Sainsbury's Active Kids is a loyalty voucher scheme by Sainsbury's.

Sainsbury's is a sponsor of the Paralympic Summer Games in London 2012, and it is the largest sponsorship signed in the history of the Games.