Sainsbury’s Promotes Private Brand in Britain’s Biggest Ever eBook Giveaway

Sainsburys CerealBritish retailer Sainsbury’s has launched a record breaking two-year offer designed to encourage millions of children to read more. Beginning late last week customers buying a box of Sainsbury’s Private Brand children’s cereal will be able to download a free Sainsbury’s eBook of some of the best loved children’s books.

Customers who buy the cereals either in-store or online can choose from four titles by two of England’s most celebrated children’s authors  – The Story of Tracy Beaker and Hetty Feather by Jacqueline Wilson and Middle School: The Worst Years of My Life and I Funny by James Patterson.

“I hope this offer will mean millions of children enjoy reading some of the best loved children’s books.” said Tim Lennox, Managing Director of eBooks by Sainsbury’s  “We sell over six million boxes of Sainsbury’s branded cereal every year so this is a great way to encourage children to read at no cost to their parents.”

He continued: “We are delighted to be working with Penguin Random House UK and two of the biggest names in children’s books, Jacqueline Wilson and James Patterson. We look forward to offering our customers these brilliant titles in the largest giveaway of its kind.”

Author Dame Jacqueline Wilson complementing the program said: “I think reading is my greatest pleasure.  As a child I read everything – I could even quote the back of cereal packets word for word because I read them every breakfast time.  I’m delighted that two of my books are in this brilliant Sainsbury’s eBooks promotion.”

Fellow author James Patterson concurred: “I am passionate about getting more kids reading because it can open up a whole world of possibilities to them. If kids can’t read well, how can they possibly succeed? This isn’t about reading Charles Dickens or Shakespeare, but learning to read with confidence – if they can do that, they can make their way through school, college, work and life! I really think the mission to get kids reading more is about saving lives.”

To download the free books customers simply need to visit Sainsburys’s eBooks and enter the unique voucher code, or scan the QR code displayed, and then download the eBook to their tablet device, or smartphone free of charge.


Previous articlePB CAREERS: ConAgra, Brand Manager – Private Brands – Coordinated
Next articlePB CAREERS: Office Depot – Manager Sr. Global Product Engineer
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.