Sainsbury’s is planning to ramp up its promotional and shopper marketing activity after appointing the Marketing Store to join its roster of agencies.
The agency joins the likes of ad business AMV BBDO and digital shops AnalogFolk, Dare and Gravity Road, while it has also worked with Tullo Marshall Warren, AKQA, Big Mouth Media, Wax and Live & Breathe in the past.
Initials Marketing has handled promotional marketing for the retailer’s Active Kids programme, this year fronted by David Beckham.
A spokesman for the Marketing Store refused to comment on the appointment; meanwhile Sainsbury’s said that the company would not comment on its arrangements with marketing agencies.
The retailer’s promotional and shopper marketing activity is a major part of its overall marketing strategy, with most campaigns driven by its partnership with Nectar. The retailer recently claimed that the loyalty scheme has got Sainsbury’s “a long way down” the path in understanding customer behaviour across multiple channels.
Sainsbury’s is also preparing for a High Court battle with Tesco over its Price Promise campaign. The retailer claims Tesco’s scheme misleads consumers by ignoring crucial differences between some of its own-brand products.
Sainsbury’s commercial director Mike Coupe recently said: “We do not believe it is fair to compare own-label products of different supermarkets. Values are fundamental to the way we do business and drive everything we do. We know these values matter to our customers and we will do everything in our power to ensure they can make informed choices about what they buy.”
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