Sainsbury’s asks customers to ''Try something new today.'' |
|
|
Published
:
Tue, 20 Sep 2005 08:05
|
LONDON - Leading supermarket chain Sainsbury's is on the verge on unveiling a massive makeover in its image. The multi-million pound rebranding is the chain's biggest exercise in the 136 years of its existence.
Sainsbury's has shelled out £10 million for its new slogan "Try something new today." This slogan will be replacing its hallmark one of "Making life taste better." This move is the latest step in the supermarket giant's ambitious plans of increasing its sales profile by £2.5 billion by March 2008. Some of the other changes on anvil include those in carrier bags, trolleys and lorries that carry Sainsbury's goods. "Today's announcement marks a change in how we will serve our customers and the start of a company-wide training programme equipping every colleague to improve the customer experience in store," said Justin King, chief executive at Sainsbury's. "We're very excited about these changes."
The firm is all set to unleash a television advertising campaign led by Sainsbury's chef Jamie Oliver. Every member of the 1,000 store managers including the staff will undergo an intensive two-day training course and will be encouraged to try out the recipes by Jamie Oliver and recommend them to the customers. "In addition to the new advertising, customers will notice a big difference in store and, over the coming months, the ideas and inspiration store colleagues will be able to provide," King said.
This massive campaign is only the fourth time since 1869 that Sainsbury's has gone in for an image makeover and comes in the wake of increased sales which grew by 1.9 percent in the 12 weeks to 18 June. This is the first time in the last two years that the sales have begun looking up and also the first time that Sainsbury's is matching Asda, the UK's second biggest supermarket group.
|
|
|
|
|
|
Print this Story
