Sainsbury’s New Campaign to Support the Relaunch of Basics

Sainsburys Basics - commercialWith the relaunch of the value/basics Private Brand Sainsbury’s basics in full swing the retailer has launched a major new campaign to highlight not only the great value of the brand but also its ethical credentials. Basics originally launched in 2005 and is the 2nd biggest value brand in the market, it has grown to include 500 food skus, and 100 general merchandise skus.

The campaign, which launches during the TV show Coronation Street on ITV1, will start with a 30 second spot highlighting how Sainsbury’s basics eggs are not only the same price as Tesco’s Everyday Value eggs but are also sourced from non-caged hens. Later commercials will showcase Sainsbury’s ham, MSC accredited fish sticks and Fairtrade tea.

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 runs from January 15th – March 18th and is an integrated campaign across TV, Print and Digital.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.