Sainsbury’s is to kick off a TV campaign tonight to promote its relaunched Basics range alongside its ethical credentials in ads which hit out at Tesco on the anniversary of the horse meat scandal.
The campaign, which launches on ITV1 during Coronation Street, starts with an ad highlighting that Sainsbury’s Basics eggs are the same price as Tesco’s Everyday Value eggs, and they are also sourced from non-caged hens.
Further ads will follow to showcase Sainsbury’s ham, MSC accredited fish fingers and Fairtrade tea – all from the Basics range.
Sarah Warby, Sainsbury’s marketing director, said: “We know that at the start of the year, value is more important than ever, budgets are tight and our customers are looking for ways to save money, but nobody wants to compromise on the quality of their food. Our basics range offers great value with none of the compromise.
“Our new campaign aims to reassure customers that when they buy Sainsbury’s Basics they don’t need to sacrifice their values, something that many of our major competitors aren’t able to say to shoppers who buy from their value ranges.”
Sainsbury’s said last year that it is to take the Advertising Standards Authority’s ruling over Tesco’s Price Promise to judicial review after claiming its own-label products are better quality than the competition.
Sainsbury’s alleged that Tesco’s Price Promise – which launched in March, comparing the overall cost of a basket of its branded, own-label and fresh food against the same or equivalent products from Sainsbury’s, Asda and Morrisons – was misleading in relation to own-label and fresh food items because it did not take into account product attributes such as provenance and ethics.
Sainsbury’s campaign, dubbed #ValueofValues, runs until March 18 across TV, print and digital.