Magazine article Marketing

DIRECT: Sainsbury's to You Site Makes Ad Debut on TV

Magazine article Marketing

DIRECT: Sainsbury's to You Site Makes Ad Debut on TV

Article excerpt

Sainsbury's is to advertise its home shopping operation on TV for the first time as it looks to compete more aggressively with rival Tesco.com.

The number two supermarket chain is launching a TV ad for Sainsbury's To You in the Central region this month as a trial to see how many new customers are attracted to the site. If it proves successful, it is likely to be rolled out nationally.

The ad is timed to coincide with Sainsbury's World Cup marketing activity, which will leverage Sainsbury's partnership with the Football Association by featuring England coach Sven-Goran Eriksson.

TV work will be backed by a range of in-store materials in an effort to build a closer relationship between the online and store-based businesses.

Sainsbury's chief executive Sir Peter Davis has said that he sees establishing greater synergies between the two as fundamental to the future success of Sainsbury's To You.

The service, which launched two years ago, is available to about 16 million homes, around 70% of UK households. …

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