Sainsbury’s is continuing to challenge what it sees as misconceptions over its pricing strategy with a new value campaign, which showcases the retailer’s efforts to keep prices low through the Aldi Price Match and Nectar Prices schemes.
The latest spot, devised by New Commercial Arts, once again flags up Sainsbury’s commitment to provide ‘Good food for all of us’, offering access to “innovative and affordable, great-tasting food for every customer”.
The 30’’ TV ad kicks off with one of Sainsbury’s signature customer questions, in which a woman compares cites her sons and says: “Hey Sainsbury’s – they’re growing quicker than my budget, any help?”
In response, Sainsbury’s showcases the lengths that it goes to in order to keep prices low.
With hundreds of everyday items priced matched to Aldi and discounted with Nectar, the ad aims to demonstrate that Sainsbury’s is not only the home of great quality produce but also great value for money.
The ad is narrated by brand ambassador Stephen Fry, and features one of Sainsbury’s in store staff, continuing the brand’s commitment to using real-life employees in its advertising.
Sainsbury’s and NCA chose to partner again with the director Guy Manwaring of Merman Productions.
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