Sainsbury’s is the latest grocer to release a price-focused ad for the new year as it continues competing with its value-focused rivals in the tough supermarket sector.
The new campaign, spearheaded by New Commercial Arts, opens with a family driving into the supermarket carpark.
“Sainsbury’s, are we made of money?” asks the husband, to which the wife responds “Hey Sainsbury’s, explain it will you?”.
It features the track The Start by The Jam, as well as a cameo from Grand Designs star Kevin McCloud, who says “Remarkable, we’ve actually come in under budget,” in a play on the fact most endeavours in the tv show are well over budget.
The ad launches on the back of a strong set of results for last year’s golden quarter as the supermarket saw like-for-likes excluding fuel jump by more than 7% over the period as as “more customers are doing more of their grocery shopping” at the store.
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CEO Simon Roberts highlighted yesterday that the grocer has “worked hard to really deliver” over the period, with a focus on “value, product innovation and service”.
Sainsbury’s is not the only supermarket to focus on price in its new year push. Morrisons has also centred value in its no-nonsense new year campaign centred on January price freezes, while online grocer Ocado has showcased its price promise with a punchy New Year campaign.
The ad itself was directed by Freddie Walters via Pulse Films with media planning and buying by PHD, while Dan Seagar and Steve Hall created the TV ad.
It follows on from the success of Sainsbury’s Christmas advert – which was also created by New Commercial Arts and featured 80s pop legend Rick Astley responding to an 11-year-old girl asking the question “Hey Sainsbury’s, what does Santa eat for his Christmas dinner?”
“How about some cheese?”, Astley responds.
