Asda borrowed an advertising catchphase from rival supermarket Sainsburys to help attract more upmarket shoppers to its stores in the run-up to Christmas .
The slogan “Good food costs less at Asda” appeared in full-page advertisements in last Sunday’s newspapers.
It mirrors the phrase ‘Good food costs less at Sainsbury’s’ which was used by Sainsbury’s for more than 30 years between 1959 and 1991.
Asda said it used the phrase to promote its re-launched Extra Special premium food lines because it reflected the quality and value of its groceries .
The move is thought to be the first time in the recession that Asda had highlighted the quality of its goods, rather than its ‘Every day low prices message, as it looks to lure customers from upmarket rivals.
Sainsbury’s said that despite the clear resemblance in the new Asda campaign they were not intending to pursue the matter.
A spokesman for the retailer said: “Good food costs less at Sainsbury’s’ is a registered trademark but we don’t own the sentence ‘good food costs less.”
“There has been no trademark infringement and we are flattered that Asda has chosen to follow in our footsteps.”
