Sainsbury’s Basics Commercial Stars Responsibly Sourced Smoked Salmon

Sainsbury Basics SalmonSeveral weeks into the launch of the advertising campaign for Sainsbury’s “basics” Private Brand campaign the focus has shifted to Sainsbury’s “basics” smoked salmon trimmings. The new 30-second spot features “basics” smoked salmon trimmings that despite their value pricing are responsibly sourced.

The “basics” smoked salmon is made from trimmings, which come from Scottish farms where the fish have room to swim around and thrive in a healthy environment.  But rather than just take the retailers word for it, the “basics” smoked salmon trimmings are from farms, which are approved by Freedom Food. The loch based Scottish salmon farms have been inspected to the RSPCA’s strict animal welfare standards so customers can be sure the salmon have been reared in line with industry leading criteria, which ensure best practice and management throughout the entire life of the salmon.



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Christopher Durham
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.