Sainsbury’s has replaced its ‘Try Something New Today’ strapline with a new ‘Live Well For Less’ brand message aimed at encouraging healthy eating whilst promising value for money.
The supermarket chain said the new slogan reaffirms its commitment to providing “quality products at fair prices” for UK shoppers.
It comes after an 18-month review of the Sainsbury’s business, which involved talking to customers and suppliers and reviewing its own brand ranges, and overlaps with the end of the 11-year partnership between the retailer and celebrity ambassador Jamie Oliver.
Mike Coupe, Sainsburys Group Commercial Director, said: “Sainsbury’s Live Well for Less marks a huge step forward in how we deliver to our customers. We know that budgets are under more and more pressure but people still want to have the quality products and goods that they can trust.”
“Live Well for Less will drive everything we do. We are not resting on our laurels, we are ensuring that we will help customers to enjoy competitive prices, without compromising on quality or values.”
He added: “With a wealth of improvements to by Sainsbury’s, trialling of Sainsbury’s Brand Match in Northern Ireland, and continued investment in our supply chain, we’re continuing to make Sainsbury’s the place to shop for the future.”
To highlight and support the ‘Live Well for Less’ strapline, Sainsbury’s has launched a new TV, print and digital ad campaign that will run over the coming weeks.
The new marketing strategy is also being accompanied by a multi-million pound overhaul of the company’s core own-brand range – ‘by Sainsbury’s’.
