Sainsbury’s has launched ‘Good Food for All of Us’ as its new brand promise, which is focused on tackling the cost-of-living crisis as it offers access, innovation, great taste and value to its customers.
The slogan is set to appear across all of the supermarket chain’s advertising and marketing campaigns from November, and will feature prominently throughout its highly-anticipated Christmas activity.
Developed by London agency New Commercial Arts, the brand promise is rooted in the everyday struggles faced by Brits during the ongoing cost-of-living crisis and rampant grocery inflation. The creative will run across TV, press, radio, out-of-home and cinema, supported by digital advertising on social media.
“Everyone at Sainsbury’s is passionate about the food we sell, and this includes not only our 152,000 colleagues up and down the country, but our suppliers, farmers and fishing partners too,” Sainsbury’s director of brands, planning and creative, Radha Davies said.
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“Yet we recognise that it can sometimes be difficult for customers to have the time, money or inspiration to access the joy that good food can bring.
She continued: “So, we want to go further by actively helping to put good food – in all of its senses, from quality and taste, to value and accessibility – at the heart of customers’ lives. Sainsburys has always been a warm, human brand and we seek to build even stronger connections with our customers than ever before.”
Alarmingly, up to nine million UK adults are currently experiencing food insecurity, while an estimated 30% of parents have admitted to skipping meals at least once a week to ensure that their children are properly fed.
At its heart, ‘Good Food for All of Us’ will provide Sainsbury’s customers with genuine quality products, no matter their budget, tastes or dietary requirements.
