Magazine article Marketing

50 Years of Fame: Brandfame - Sainsbury's

Magazine article Marketing

50 Years of Fame: Brandfame - Sainsbury's

Article excerpt

The strapline 'quality perfect, prices lower' would not sound out of place in today's retail ad environment. In fact, the line came from the mouth of John Sainsbury when he launched his grocery business 135 years ago.

From humble beginnings selling only bacon, eggs and butter, his company quickly grew to become the number-one retailer in the country.

The emphasis on quality came through to advertising such as the Sainsbury's 'Recipes' campaign, which ran in the early 90s. This featured celebrities including Joanna Lumley, Catherine Zeta Jones and Dennis Healy cooking dishes using Sainsbury's products. This evolved into the 'Fresh food, fresh ideas' campaign that focused on products rather than ingredients.

In its 1989 annual report, Sainsbury's reflected on a successful decade as the top retailer. It still had 10.9% market share, and profit had risen by more than 20% for 10 years in succession.

In the 90s, however, the chain lost ground to Tesco as the latter began to move into the quality area Sainsbury's had dominated. Sainsbury's was losing market share, and research indicated that consumers thought the brand was out of touch.

The arrival of Sir Peter Davis as chief executive in 2000 marked a return to the quality-food message. …

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