Sainsbury's Fresh Focus On British Food

Tue, 05 Jun 2007

British supermarket chain Sainsbury's is set to launch a new marketing campaign that will aid its support for British produce.

The campaign will include TV advertisements, a print campaign and in-store promotions, including point-of-sale banners and shelf-edge cards, and will be based on the retailer's 'Great British Food' theme.

The variety of people involved with producing British produce for Sainsbury's will be emphasized by the promotion, including farmers and growers, while a series of advertisements fronted by Jamie Oliver will offer shoppers new and fresh ideas of how to prepare the range of foods being featured.

Sainsbury's Chief Executive, Justin King, last month announced ambitious plans to increase sales at the company by £3.5 billion over the next three years. King, along with his senior team, will outline how he intends to implement these plans at IGD's Sainsbury's Trade Briefing on the June 7.

More than 500 food and grocery suppliers have already booked their seats for the event, which will help them to understand how they can take part in the retailer's growth drive.

Profits at Britain's third-largest supermarket rose by 42 per cent to £380 million, with sales up 6.9 per cent to £18.5 billion for the year to March 24.