Sainsbury’s launches major new campaign to support the relaunch of basics

With the relaunch of Sainsbury’s basics in full swing the retailer launches a major new campaign tonight to highlight not only the great value of the range but also its ethical credentials.

London, UK, 2014-1-15 — /EPR Retail News/ — The campaign, which launches during 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 adverts will showcase Sainsbury’s ham, MSC accredited fish fingers and Fairtrade tea, all from the basics range and all with strong ethical credentials.

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.”

Sainsbury’s #ValueofValues campaign runs from 15th January – 18th March and is an integrated campaign across TV, Print and Digital.

Notes to editors:

  • basics was launched in 2005 and is the 2nd biggest value range in the market
  • 70% of Sainsbury’s shoppers buy items from the basics range
  • There are 500 basics food lines, and 100 basics general merchandise lines
  • basics chopped tomatoes is the biggest selling basicsitem by volume

Sainsbury’s basics eggs