Sainsbury's launches 'Live Well for Less' strapline
Sainsburys is replacing its Try Something New Today positioning with a Live Well for Less commitment to its customers to help dispel the perception that it is more expensive than its rivals
The change in brand proposition follows an 18 month review where Sainsbury's listened to feedback from its customers, worked with hundreds of suppliers and reviewed thousands of products in Sainsbury's core own brand.
A statement from the group said: “For the last 142 years, Sainsbury's has worked hard to help people live the life they want to live, with quality products at fair prices. Live Well for Less reaffirms that commitment.”
The 'Live Well for Less' strapline will be used on over 6,000 By Sainsbury's products by 2013 with 65% of these being new or improved.
Mike Coupe, Sainsbury's group commercial director, said: "Sainsbury's Live Well for Less marks a huge step forward in how we deliver to our customers. We know that budgets are under more and more pressure but people still want to have the quality products and goods that they can trust.
"Live Well for Less will drive everything we do. We are not resting on our laurels, we are ensuring that we will help customers to enjoy competitive prices, without compromising on quality or values.
"With a wealth of improvements to by Sainsbury's, trialling of Sainsbury's Brand Match in Northern Ireland, and continued investment in our supply chain, we're continuing to make Sainsbury's the place to shop for the future."
To support 'Live Well for Less', Sainsbury's is launching a major marketing campaign across broadcast, print and online.
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